50 years after Title IX was signed into law in 1972, it remains one of the most important pieces of legislation in U.S. history. Despite its progress, there is still work to be done to ensure gender equality in education and sport. To further the awareness of Title IX and elevate the stories of women moving the world forward, ESPN developed Fifty/50, a monumental content initiative exploring the civil rights journey of Title IX. The goal of Fifty/50 was to deliver meaningful storytelling that centers female athletes and women across and sport and culture, while inspiring the next generation of Title IX leaders.

You cannot tell the story of gender equality in American sports without telling the stories of the women who pushed the fight for equality forward, one act of defiance at a time. So the launch idea for Fifty/50 was "50 years of women moving the world forward." It focused the work of Fifty/50 on individual stories and the life-altering effects of equality on millions of American women.

Our main audience for Fifty/50 was women and female sports fans, who we knew were passionate about Title IX’s purpose. Women, and female sports fans, expect ESPN to be an ally in the fight for women’s rights and empower women in sports. By building a content initiative to honor the 50th anniversary, Fifty/50 served as a platform for ESPN to elevate the stories of Title IX and the women moving the world forward. In addition to documentaries, podcasts and social content, we also developed a month-long exhibit exploring some of the stories of Title IX. This exhibit served as a launch event space at the beginning of June, and a gathering location for fans who wanted to learn more about Title IX.

- 11.8 M viewers of Marquee Fifty/50 content across 101 telecasts airing

between 6/1-6/30, both premieres and re-airs

- 4.7M viewers of the Fifty/50 - 37 Words Documentary Series, ranking in the top 5 in first streams

- 4.12B audience reach and press impressions

- Fifty/50 Brand Film - 3rd highest performing ESPN ad