Women’s sports media brand The GIST teamed up with Canadian agency Rethink leveraged spiking golfing interest around the 2023 The Masters with an initiative that saw it donate tampons to United Way (British Columbia’s) Period Promise programme for every shot Tiger Woods took during the tournament.
The idea sought to highlight period poverty by turning Tiger Woods recent act of handing a tampon to rival Justin Thomas outdriving him – inferring he was playing like a woman – into a non-profit charity giveaway.
The responsive donation stunt sees The GIST – a women-led, inclusive sports media brand committed to levelling the gender equality playing field in sports – indirectly offer Woods a chance ‘to give away more tampons, except this time to communities that actually need them’.
The GIST launched the ‘Tiger Tamponathon’ – which saw it donate one box of tampons for every stroke Tiger Woods took at the Masters – with a digital-first campaign backed by a PR push.
The female-led sports media outfit initially published a series of social posts in response to Woods’ actions that feature tampons with statistics about female golfers who have beaten/bested male counterparts. The ‘tamponathon’ takes its stance a step further as it seeks to raise awareness and inspire action through donations.
The ‘Tiger Tamponathon’ website went live at 9am EST on 6 April to coincide with the first day of The Masters Tournament and was promoted by a series of posts across the media outfits own digital and social channels.
The GIDTD’S campaign also called on other brands and organisations – from Sunny Period to PHD Feminine Health – to join the cause by donating to the ‘Tiger Tamponathon’.
All donations went directly to ‘Period Promise BC’ – a United Way initiative.
Comment
By the end of the tournament, the initiative donated 16,200 tampons (and additional feminine products from @phdfemininehealth) to communities in need.
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