Dairy Farmers of Canada – Fuelling Women Champions

Fuelling Women Champions is the CSR emphasis for DFC and the role of FWC is to demonstrate how the Dairy Farmers of Canada are committed to a healthier future for Canada through supporting women and girls in sport.

In 2017, DFC is committing to educating the target market on the 2016 hurdle - The lack of encouragement for girls to pursue sport into adulthood, and engage with Canadians with the FWC program, empowering them to take actions that impact women in sport. The Champions Fund was created by Dairy Farmers of Canada to empower the female athletic community, to provide a resource that can help change the game for Canada’s young girls and women athletes. In 2017, the Champions Fund will award $5,000 grants to 30 deserving female athletes, teams, or organizations, providing the financial support needed to pursue their athletic goals.

We were tasked to developed an activation that would be executed at Fuelling Women Champions sponsorships and experiential events throughout the year.

There are some truly inspirational and meaningful reasons to care about the advancement of women in sport. Canada’s dairy farmers are getting behind this cause, and we think you should join the movement.
In our space, we educated them on the status of the sports industry for females, and how we champion equality for all athletes. Our supporting videos played on a screen in the space, Brand Ambassadors were well-versed in our cause and the industry struggles, and our eye-catching tent walls were designed with relevant stats in an infographic. Once our target was armed and educated with the information, we asked them to choose a “We Champion Her” power statement that speaks to them personally, and the status of women in sport overall. At each event, they can mix and match designs and statements to create one that resonates with them most.

Our experiential activation was and continues to be a huge success in educating people on the lack of support for women and creating a movement for people to stand behind. People can be seen all over social media expressing their love and support for women in sport.

Role: Concept, Art Director