If women don't have the same treatment in sports today, imagine 50 years ago. They always lost.

Until 1972, schools and universities in the U.S. didn’t have to give boys and girls equal treatment when it came to sports. But it was from the Title IX law that everything changed.

This law banned gender discrimination in sports in American schools, allowing every woman to play the sport she wanted. Getty Images has the largest collection documenting the historical evolution of women's sports over those 50 years. That's why in 2022 we launched a campaign to celebrate the law’s 50th anniversary in a way that was real and touching, showing the value this achievement brought to the lives of all women.

By using the largest image bank in the world, Getty Images, we created a campaign to portray the great achievement of the Title IX law: the right to experience sports. Even the bad moments.

What law would fight for the right to suffer? The right to be left behind? Or even the right to feel alone?

Title IX does that; for 50 years this law has ensured women the same rights as men in all sports. After showing several of these unpleasant feelings in sports, in the film, print, and posters, we bring it all together by delivering the campaign's concept: "No sport hurts more than not playing sports."

We used the largest image bank in the world, Getty Images, to illustrate each bad emotion that sports can cause. From those images, we created posters and prints with athletes – famous or not – experiencing each of those emotions. We also crated a 1-minute film to show each of those emotions, with a powerful soundtrack, and narrated by Hall of Famer Dawn Staley. Such an important law must be celebrated in style on its 50th anniversary.

All of the assets were released in the U.S., greatly contributing to the celebration of the law, with their novel and provocative approach. An ad was published in The New York Times, and posters were shown in businesses, schools and public places. The film was shown on websites and online platforms.

Results couldn't have been better. The campaign was mentioned and commented in many different media vehicles both in the U.S. and abroad, helping more people learn about Title IX. We celebrated the 50th anniversary of this huge change in sports, with strong engagement in a beautiful campaign.