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Skate and Destroy Gender Roles

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Trasher

Published in: Design
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Skate and Destroy Gender Roles

  1. 1. THERE ARE AROUND 13.500.500 SKATERS IN THE USA TODAY.
  2. 2. BUT ONLY 16% OF THE SKATERS ARE FEMALE.
  3. 3. IF THERE WERE AN EQUEL AMOUNT OF MALE AND FEMALE SKATERS, THERE WOULD BE 11.610.000 MORE SKATERS IN THE USA TO SKATE THE STREETS AND SURF THE WEB.
  4. 4. WHEN YOU GOOGLE ‘SKATEBOARDING’ YOU’ll ONLY FIND GUYS IN BAGGY JEANS AND CAPS.
  5. 5. FOR A YOUNG WOMAN TRYING TO PICK UP SKATEBOARDING THIS COULD BE A HUGE BUMP ON THE ROAD.
  6. 6. LUCKILY THERE’S A BUNCH OF GREAT FEMALE SKATERS, WHO KEEP PUSHING THE BOUNDARIES OF WHAT SKATEBOARDING CAN BE.
  7. 7. WE THINK THAT’S SOMETHING TO FIGHT FOR.
  8. 8. WE TEAMED UP WITH THE POPULAR SKATE BRAND AND MAGAZINE TRASHER TO
  9. 9. AND WITH THE HELP OF GOOGLE’S GENDER BASED TARGETING
  10. 10. WE MADE A SKATEBOARDING CAMPAIGN THAT FOR ONCE TARGETED WOMEN.
  11. 11. SO NOW EVERY TIME A YOUNG WOMAN GOOGLES SKATEBOARDING HER GENDER WILL BE REPRESENTED.
  12. 12. WE WILL GET THE PRO FEMALE SKATERS ON BOARD TO SPREAD THE WORD.
  13. 13. AND USE THE BACKSIDE OF SKATEBOARDS AS A COMMUNICATION CHANNEL.
  14. 14. ALL THIS TO HELP INSPIRE YOUNG WOMEN TO START SKATING. AND DESTROY GENDER ROLES.

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