To highlight this divide between male and female sports coverage, we showed people what it would be like if the media asked men the same absurd questions that females have been asked by the media before. By illustrating how ridiculous it would sound if this ever happened, we reminded the public, and the media, that this behaviour is unacceptable. With this idea we hoped to change the media’s approach to professional female sports for the better.

#CoverTheAthlete shows what it would look like if professional male athletes were asked some of the same, real questions, female athletes have been asked recently by the media.

Viewers were then directed to CoverTheAthlete.com where they were given the ability to tweet directly at their local sports stations to demand better coverage using #CoverTheAthlete.

Over 1.5 million views in its first week.

Over 10,000,000 media impressions with $0 spent on media.

Over 10,000 tweets to journalists around the world demanding better coverage using #CoverTheAthlete in just 3 days.

#CoverTheAthlete was named the most controversial video on reddit as the film was hotly debated and extremely polarizing. The comment section was littered with hateful sentiments like “Female sports shouldn't exist.” and “Oh fuck off with this shit, not a real problem…” which only spurred on the supporters even more.