Cadbury Dairy Milk Get in the Game

Showing young girls the incredible sportswomen
they can be

1 in 2 girls drop out of sport from age 15. Because how can you be what you can’t see? Only 9% of local sport coverage focuses on women.

To support the next generation of sportswomen, we worked with Cadbury Dairy Milk to launch Get in the Game. The campaign helped to increase the visibility of women in sport, so girls can see what they can be.

To kick off the campaign, we created the four-part Get In The Game content series where we invited grassroots girls from each of the sponsored codes to interview their sporting heroes and uncover the barriers they overcame to get in the game.

Episode 1 with Jessica Sergis (NRLW)

Episode 2 with Akec Makur Chuot (AFLW)

Episode 3 with Tayla Vlaeminck (Cricket Australia)

Episode 4 with Alanna Kennedy (Matildas)

Then we transformed the Cadbury Dairy Milk block to feature the four incredible sportswomen.

Each block supported a donation to Women Sport Australia, and could
be redeemed for game tickets, fan posters or a KAYO subscription.

Art Director Liam Jenkins
Copywriter Siobhan Joffe
ECD David Ponce de León
Agency Ogilvy

Director Julietta Boscolo (Ep 1), Greta Nash (Ep 2-4)
DOP Jack Shepherd (Ep 1), Alice Stephens (Ep 2-4)
Producer Samantha Haines
Company Eric, Tom & Bruce

2021