SheAds - Promoting the visibility of women in sport

SheAds is a 24-month Capacity Building project led by the Sports University of Tirana, which focuses on promoting gender equality in sport by raising awareness of female athletes and coaches in the media. The project aims to grasp a better understanding of how and how often women in sport are portrayed across media channels (traditional and digital) and enable sport communicators with resources to improve their outreach activities in this area, namely through the development of an eLearning course, a handbook on Gender Equal Advertising for Sports, and of a visibility campaign of female athletes. SheAds will focus on the Albanian context for the development of the materials, which will be available to use and adapt in other countries across Europe. In order to achieve these goals the consortium of SheAds includes various institutions with research and IT capacity, access to media, sport institutions and governmental bodies. The methodology of the project encompasses five work packages (WPs) dealing with project management and implementation, research and creation of the handbook, the online course design and piloting, a visibility campaign, and the dissemination of the project, in order to: (1) contribute to the literature related to gender equality in sports communication (2) provide opportunities for communication managers in sport institutions and associations to increase their knowledge and training on gender-equal communication and non-stereotypical depiction of women; (3) promote the visibility of women in sport positions through an active visibility campaign; (4) propel a holistic approach to gender equal communication in sports institutions; and (5) raise awareness of gender equality and foster gender-sensitive media literacy for all sport stakeholders. that is published through this page expresses the views of the project beneficiaries only and it does not represent the views of the European Union or the European Commission. It shall not be deemed to constitute legal or official notice on behalf of the European Union or the European Commission. Neither the European Union nor the European Commission can be held responsible for this content nor the use thereof made by any third parties. Page 2 of 2