The 4% Project

Problem

Despite a spike during the World Cup women’s football is only 4% of coverage.

Insight

Even if broadcasting rights belong to media companies who film live events and provide the news, social media is changing our media consuming habits, with almost 80% of young people saying that social media is their main news source.

Solution

Creating the largest initiative to change the sports media landscape to get more women’s sports coverage.

We will use the power of the Shot on iPhone challenge to challenge media and the perception of sports. 


How it works

Using the power of the ‘Shot on iPhone’ competition, EE x Apple will challenge the audience to participate in creating more user-generated coverage for women’s sports. 

To launch the initiative, we will launch a new Shot On iPhone competition, encouraging the audience to capture live video / photo footage live from women's football matches. 

By using the stunning iPhone camera with EE's data, we will empower fans to challenge broadcasters by creating content and sharing it on social media, to encourage and inspire a change in broadcasting women’s sports. By using the #ShotoniPhone and #4%Project, we will show interest in women’s sport coverage from the fan’s perspective which we will amplify through our dedicated social media account @the4%project.