About the Campaign
LFG is a no-holds-barred, inside account of the U.S. women’s national team’s ongoing fight for equal pay as told by Megan Rapinoe, Jessica McDonald, Becky Sauerbrunn, Kelley O’Hara, Sam Mewis, Christen Press, Julie Foudy, and others. Directed by Academy Award®-winners Andrea Nix Fine and Sean Fine, and produced by the Fines and Abby Greensfelder, with Howard T. Owens and Ben Silverman serving as executive producers for Propagate Content in collaboration with CNN Films and HBO Max.
Three months before the 2019 FIFA Women’s World Cup, the players filed a class-action, gender discrimination lawsuit against the U.S. Soccer Federation, which sets the stage for LFG. The film interweaves transcendent athletic performances, including a record-breaking World Cup victory in 2019, with the players’ ongoing pursuit for equal pay. LFG grants viewers unprecedented access to these game-changers as they meet the physical demands and pressures of being some of the world’s top athletes, while showcasing their courage, unflinching spirit, and resilience in an effort to create long-lasting social change with the biggest fight for women’s rights since Title IX.
Impact Goal
This campaign aimed to raise awareness and engagement around gender disparities throughout all stages of a woman’s life utilizing the movie, LFG, as a tool for further discussion, awareness, and collective action. We sought to empower and educate audiences to support female athletes at all stages - from kids to professionals.
STRATEGY
1
Activate institutions, teams, and corporations to take meaningful steps towards gender equity and work, investment, and valuing of women athletes through promotional support on social media platforms.
2
Host a screening tour that distributes the film to young students, athletes, educators, professionals, and support impactful panel discussions with women leaders, educators, policymakers, & pioneers.
3
Educate the public about the challenges women and girls face through the creation and distribution of digital resource materials, creation of a digital impact hub, and a supplementary discussion guide.
RESULTS
4,000
Total event attendees
73
total grassroots screenings.
50+
Partners, Hosts, or Attendees who signed up to stay in touch with the overall campaign after watching LFG
315
Post-Screening Surveys Completed
1.1M+
Social following of promotional partners
1.6k
