Change The Angle
Award: Shortlist
Shortlist / Digital & Social / Use of Talent & Influencers / 2024
In the realm of sports, women have long faced challenges beyond their athletic abilities. Despite their exceptional skills and dedication, they often find themselves subjected to objectification and disrespectful portrayal by media cameras. The focus on their physical attributes, rather than their talents, undermines their achievements and perpetuates harmful stereotypes. In response, LUX, a beauty brand , endeavours to challenge and change the narrative. Leveraging technology and activism, Change the angle aims to expose and confront the objectification of female athletes in real-time.