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20x20 (pronounced twenty by twenty) was a two-year initiative to champion girls and women in sport which launched in October 2018 in Ireland.[1][2][3]

20x20 was so-called because of its three measurable objectives: to increase media coverage, participation and attendances for women in sport by 20% by the end of 2020.[4] The overall objective was to begin a societal shift in the perception of women’s sport so that it could become 'a greater part of our culture'.[5]

The concept was originated by Sarah Colgan and Heather Thornton and driven by Sarah Colgan and Along Came A Spider until it culminated in December 2020.[6][7][8][9]

Endorsement and sponsorship

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20x20 was supported by sport in Ireland, principally via a partnership with the Federation of Irish Sport, under CEO Mary O’Connor, and the 76 national governing sporting bodies and local sports partnerships (see index) who signed a 20x20 Charter committing to the aims of the movement.[10][11]

There were five official 20x20 sponsors: AIG, Investec, KPMG, Lidl and Three[12][13][14][15] and five official media partners: RTÉ, TG4, Off The Ball, SportsJOE and Her.[16] Several universities signed up to the 20x20 Third Level Charter.[17][18][19]

Results

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Twitter reported #20x20 as the second most-used hashtag in Ireland for social issues in 2019.[20]

Nielsen and Behaviour and Attitudes were commissioned to research benchmark findings before 20x20 launched as well as end of campaign findings across media coverage, participation, attendances in addition to attitudes and the national psyche.[21][22][23]

Measuring only the first half of the movement, from September 2018 to September 2019, there was a 13.1% increase in participation.[24]

From September 2018 to September 2019 there was a 17.2% increase in attendances at high-level ticketed events.[21][22][24]

From September 2018 to September 2019 there was a 50% increase in women’s sport coverage in online media. In September 2018 women in sport accounted for 4% of all sport coverage in online media. By September 2019 (halfway through the 20x20 campaign) it accounted for 6% of all sport in online media. The number of online articles on women’s sport saw a 20% increase during the first half of the 20x20 campaign.[22][24]

From September 2018 to September 2019 there was a 53% increase in women’s sport coverage in print media. In September 2018 women in sport accounted for 3% of all sport coverage in print media. By September 2019 (halfway through the campaign) it accounted for 5% of all sport coverage in print media. The number of print articles on women’s sport saw a 60% increase from 2018 to 2019 and there was an increase (120%) in the article space dedicated to women’s sport.[24][22]

A key objective for 20x20 was to make women’s sport a bigger part of Irish culture by making it more visible. Research commissioned by 20x20 and conducted by Behaviour & Attitudes in 2020, found 80% of Irish adults - rising to 84% of Irish men - said they were more aware of women’s sport than before the movement launched in 2018.[25]

76% of those surveyed said they believe that women’s sport is seen as ‘cooler’ than before the 20x20 campaign. Of those aware of the campaign, 73% - rising to 75% of men - said that 20x20 changed their mindset positively towards girls and women in sport, with 68% stating they supported women in sport more because of 20x20, and 42% of women (rising to 49% of 18–34 year-olds) saying they participate in more sport because of the movement.[26][24]

20x20 won awards including 'Sporting Innovation of the Year' at the 2019 Sport Industry Awards, 'Best Public Relations Event' at the 2019 PRCA Awards, 'Highly Commended Best Purpose-Led' in Sport category at the 2021 European Sponsorship Awards, Irish Tatler’s Women of the Year 'Gamechanger Award' for 20x20’s two founders, as well as being nominated for 2021 'Best Issues-Led Campaign' PRCA Awards, 2021 Sabre Award, 2020 Sabre Award, 'Best Use of PR' at the 2021 European Sponsorship Awards and 'Best Newcomer', 'Gamechanger' and 'Best Purpose-Led' in Sport category 2020 European Sponsorship Awards.[27][28][29][30][31][32][33]

References

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  1. ^ Gallagher, Aaron (15 October 2018). "We're sorry but the GAA team don't actually want you to present the boys with the medals". The 42. The Journal.
  2. ^ "Stoney Insists Women's Sport Needs Action Not Talk". RTÉ. RTÉ. 15 October 2018.
  3. ^ Foley, Cliona (16 October 2018). "Creating A Brighter Future For Female Sports". Irish Examiner.
  4. ^ Hannigan, Mary (15 October 2018). "Stars align to help kick-start a 20x20 vision of women's sport". The Irish Times.
  5. ^ "0x20 - a new initiative for women in sport". GAA.ie. GAA. Retrieved 13 May 2021.
  6. ^ O'Donoghue, Anne (20 January 2021). "Changing the game". Irish Farmers Journal. No. January 2021. The Agricultural Trust. Retrieved 13 May 2021.
  7. ^ Colgan, Sarah (8 March 2020). "'If she can't see it, she can't be it' is more than a slogan". The Independent. Independent News and Media. Retrieved 13 May 2021.
  8. ^ Duffy, Emma (25 December 2018). "'Women's sport hasn't been visible enough to occupy that same spot in our hearts. It should, it can and it will'". The 42. The Journal. Retrieved 13 May 2021.
  9. ^ "Sarah Colgan & Heather Thornton: The Irish Duo Making Us All Want To Play Like A Girl". Irish Tatler. No. November 2019. Business Post Media Group. 15 November 2019. Retrieved 13 May 2021.
  10. ^ Foley, Michael (13 September 2020). "20x20 campaign has had great results but more needs to be done for women's sport". The Sunday Times. No. 13 September 2020. News UK and Ireland Ltd. Retrieved 13 May 2021.
  11. ^ "20x20 The Federation of Irish Sport". irishsport.ie. The Federation of Irish Sport. Retrieved 13 May 2021.
  12. ^ "20x20 Lidl". lidl.ie. Lidl. Retrieved 13 May 2021.
  13. ^ "20x20 KPMG". KPMG.ie. KPMG. Retrieved 13 May 2021.
  14. ^ "20x20 Investec". Investec.com. Investec. Retrieved 13 May 2021.
  15. ^ "20x20 AIG". AIG.ie. AIG. Retrieved 13 May 2021.
  16. ^ "20x20 in Spotlight at Women of the Year Awards". sportforbusiness.com. Sport For Business. 8 October 2019. Retrieved 13 May 2021.
  17. ^ "Trinity Sport are proud supporters of the 20x20 campaign". tcd.ie. Trinity College Dublin. Retrieved 13 May 2021.
  18. ^ "DCU signs 20x20 charter to support women in sport movement". dcu.ie. Dublin City University. 10 January 2019. Retrieved 13 May 2021.
  19. ^ "UCC Sport is Proud to Announce our Participation in the 20X20 Campaign!". sport.ucc.ie. University College Cork. Retrieved 13 May 2021.
  20. ^ "Here is what got Irish people talking on Twitter this year". Irish Examiner. No. 9 December 2019. News Brands Ireland. 9 December 2019. Retrieved 13 May 2021.
  21. ^ a b Hourican, Emily (22 November 2020). "How the 20x20 movement went from anonymity to high visibility in just two years". Irish Independent. No. 22 November 2020. Independent News and Media. Retrieved 13 May 2021.
  22. ^ a b c d "20x20: Participation & crowds at women's sport rising". RTÉ. RTÉ. 21 October 2020. Retrieved 13 May 2021.
  23. ^ Duffy, Muireann (17 January 2021). "'If She Can't See It She Can't Be It' The Success and Legacy of the 20x20 Campaign". Breaking News. No. 17 January 2021. The Irish Times DAC. Retrieved 18 May 2021.
  24. ^ a b c d e O'Connor, Mary. "20x20 Oireachtas address" (PDF). oireachtas.ie. Mary O'Connor Federation of Irish Sport. Retrieved 13 May 2021.
  25. ^ Reaper, Luke. "20x20 Final Research Results" (PDF). banda.ie. Behaviour & Attitudes. Retrieved 13 May 2021.
  26. ^ "Proud of our work". banda.ie. Behaviour & Attitudes. Retrieved 13 May 2021.
  27. ^ "2021 Winners & Shortlist". sponsorship.org. European Sponsorship Association. Retrieved 13 May 2021.
  28. ^ "PRCA AWARD WINNERS 2019". prca.ie. Public Relations Consultants Association. Retrieved 13 May 2021.
  29. ^ "Irish Sport industry awards winners 2019". irishsportindustryawards.ie. Irish Sport Industry Awards. Retrieved 13 May 2021.
  30. ^ "The 20x20 Initiative Has The Power To Change The Landscape Of Female Sport in Ireland". irishtatler.com. Business Post Media Group. Retrieved 13 May 2021.
  31. ^ "2020 Shortlist". sponsorship.org. European Sponsorship Association. Retrieved 13 May 2021.
  32. ^ "Special Event". provokemedia.com. Provoke Media. Retrieved 13 May 2021.
  33. ^ "#PRAWARDS21 SHORTLIST ANNOUNCED". prca.ie. Public Relations Consultants Association. Retrieved 13 May 2021.
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