ABOUT THIS ENTRY

Why was Ballon d’Or trophy recipient Ada Hegerberg not playing for Norway on the world’s biggest stage? This project was her platform to finally tell her side of the story.

How does this represent “Excellence in Engagement”?

Objective: Our objective was to make Ada’s story known worldwide. In 2018, when Ada became the first female recipient of the Ballon d’Or trophy – designating her the best women’s soccer player in the world – the night was marred by a male host asking, “if she knew how to twerk.” A momentous occasion for women overshadowed by casual sexism. Ada: “...If I was a man would I have to deal with stuff like this?” The following year, she chose not to compete in the World Cup. No one understood it. Why was Ada Hegerberg not playing for Norway on the world’s biggest stage? Nearly every article criticized her for the lack of information behind her reasoning. If she wanted to take a stance and opt out for moral reasons, what were they? It was clear this was an opinionated woman who had something to say, but just quite hadn’t yet. Additionally, Hegerberg's protest wasn't top news in the U.S. like it would be for a male superstar. This inspired our team to make her the focus of this documentary. This project was her platform to finally tell her side of the story, and our team wanted to make this possible.

Strategy & Execution: Women’s soccer is reaching more viewers than ever. In 2019, the Women’s World Cup smashed global ratings records and broke viewership records - and became the most-streamed women’s final in history. Telling a story about the best female soccer player in the world, who was actively voicing her frustrations with the disparities and unequal opportunities between the men’s and women’s game, seemed not only timely but absolutely necessary. The modern sports fan no longer only follow’s men’s sports, but actively watches and engages with women’s sports as well. Therefore, Ada’s story does not just appeal to a niche audience, but to a broad group containing modern sports fans and those who care about the fight for women’s equality.

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