Videostrategy against the gender gap: 511 Racing Team and GiGroup

"Get back in the kitchen," "It's not enough to take away women's driving licenses, now they're causing damage on foot," or "In the kitchen, at most, she would cut a finger": these sexist comments directed at Guadalupe Porras, the assistant referee who was injured during the Betis-Athletic Bilbao match, show us how much work still needs to be done to educate people on basic respect for others.

These words are yet another demonstration of a flawed system: in fact, although sports are the fifth most frequent topic globally in terms of media representation, the portion of news concerning professional female athletes is only 14%, a percentage that drops further to 3% when considering Italy. By analyzing the main Italian newscasts, it is evident that only 1.7% of sports content is dedicated to women's football, compared to an overall percentage of 44% concerning their male counterparts.

The situation does not improve regarding rights either, with women's professional sports seeming to concern only golf and Serie A football (while men's professional sports also include basketball and road cycling), with a presence of just 28.2% of professional female athletes. Adding to this is the gender pay gap, not insignificant in importance, with Italy ranking 79th, between Uganda and Mongolia, and salary parity expected by 2154!

If we choose not to move to Iceland, the only country to have reduced the unadjusted gender pay gap by 90%, that is, the difference between a man's and a woman's hourly pay, what remains is to give voice and visibility to valuable realities such as the 511 Racing Team: a team entirely composed of women, from mechanics to telemetry engineers to drivers, which successfully competes internationally. Alongside the team is GiGroup, which has been highlighting the importance of helping young talents for years, initiating dynamics of collaboration, respect, and equality, in a union of intentions and values.

At Social Content Factory, we told the story of this great example of female leadership with a tailor-made Videostrategy. Filming took place in the studio and during the last Championship race in Imola, resulting in a Hero video and three interviews with the team's protagonists. Through their testimonies, we had the opportunity to go back to when "the initial need was to guarantee women a protected place to dive in, try, fail, and then learn." From the stories, we understood how much the concept of the team has taken root, which always makes the difference: "everyone mistakenly thinks that motorcycling is an individual sport, but it's not: every dynamic depends on the relationship between the members, who ultimately recognize themselves as a family that grows and gives confidence. It's thanks to this that we can, today, see a future in this role."

Watch the Hero video:

https://vimeo.com/manage/videos/880527982/7d3f1ad227

Source Image: 511 Racing Team

Article written by Isabella Garanzini, Group Head of Storytelling at The Story Group