As the 2023 Women’s World Cup approaches, ING is taking a stand against the disparities between male and female footballers with their campaign “Doelen voor Gelijke Kansen” (Goals for Equal Opportunities). Developed in collaboration with TBWA\NEBOKO, Coopr, and Initiative, this creative campaign aims to shed light on the inequalities and challenges faced by Dutch girls and women in football. It employs specially designed goals as powerful visual symbols to convey its message.
Research conducted by ING, in partnership with Kien Onderzoek, reveals that a staggering seven out of 10 Dutch individuals believe that women’s football still encounters disadvantages compared to men’s football. Moreover, over 60 percent of respondents feel that women’s football deserves greater media attention.
The Goals for Equal Opportunities, with their distinctive contours, visually represent the heightened challenges and unjust barriers that girls and women in football must overcome to achieve success. These symbolic goalposts effectively embody the prevalent inequality within the sport.
The debut of the Goals for Equal Opportunities took place on Wednesday, 28th June, during a demonstration match featuring two mixed teams from Creators FC. The game was held at Jaarbeursplein in Utrecht, where the unique goals amplified the message that “Women’s football deserves more.”
Throughout the summer, the goals will embark on a “tour,” appearing as a featured item on the TV program Oranjezomer. They will also be showcased at events such as the farewell match of the Orange Lionesses, various amateur associations, and Nations League matches in the upcoming months.
