I GOT to thinking recently, when I read about a photoshoot by one of the top manufacturers of football kits to mark the launch of a new national strip, about how creating a culture of equality is necessary for change.
How many organisations believe that if they write a policy and file it under “equality” then that is their work done? Nothing could be further from the truth, as that is only the start of their journey.
It is of no use to have a tick-box policy enabling the powers that be to puff out their chests and congratulate themselves if they don’t filter down the information and educate the staff on all aspects of the policy.
At a recent photocall for the launch of the new Argentina football shirt, the manufacturing company turned to models instead of players to advertise their new strip.
While Lionel Messi and Angel di Maria showed off the men’s kit, for the women’s kit they had models instead of selecting players from their women’s national team.
I have to say that over the years this has been a bit of a bugbear of mine. Even when companies do use female players, as I have noticed at home recently, there have been occasions where the press have only used images of the male players.
Large sporting organisations have to start working with suppliers to ensure that the finished article for promotion has a gender balance to it. This will go a long way towards encouraging and welcoming more women and girls into sport, as we fall back again on the quote from American activist Marian Wright Edelman that “you can’t be what you can’t see”.
The other side of the coin here is the disposable income that women have. Perhaps collectively they should use this strength as a bargaining tool when buying sports equipment for themselves and their children.
It seems that every step along the road to equality requires people to take a stand. This perhaps could be the next one, and another step nearer to a totally inclusive society.
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