A brilliant ad in the papers today makes a startling point about women in sport 3 years ago

A brilliant ad in the papers today makes a startling point about women in sport

It certainly makes a point.

A new ad campaign has been published in two newspapers today highlighting the fact that there should be more coverage of women's sports.


The Independent and Herald both ran inserts for 20x20 that Lidl created which is a fake using the Latin ‘Lorem Ipsum’ placeholder text.

The idea surrounding the ad is that currently these pages in the papers aren’t being filled with the brilliant achievements of women in sport - however, by 2020 they will be with the help of the 20x20 campaign.

It's up to all of us to ensure that this moment becomes something far more impactful - more than just a momentary flash-in-the-pan. Which is why this new, two-year long initiative for women in sport is so vitally important for us all to get behind.


The campaign furthermore has the support of the Federation of Irish Sport and Healthy Ireland.

"National Governing Bodies, Local Sports Partnerships, clubs, universities, schools, leisure centres, community groups and the general public are being asked to pledge one action to show their support by doing anything that can accelerate progress for women’s sport in Ireland," a statement read on Monday, October 15 as the movement was officially launched in Dublin.


20x20 is an ambitious two-year long initiative to better promote and champion women in sport.

With the tagline of "if she can't see it, she can't be it," the 20x20 movement has three targets to reach by 2020:

  • 20 percent more media coverage of women in sport
  • 20 percent more female participation
  • 20 percent more attendance at women’s competitions and events

And at Maximum Media, we're proud that Her and SportsJOE is backing the 20X20 movement as official digital media partners.