These provocative posters are designed to challenge the deeply rooted inequality in the coverage of male and female sports, particularly in New Zealand. I wanted to shake things up, make people uncomfortable, and force them to confront the media’s glaring bias toward men’s teams. By using simple, bold visuals, I created pieces that pack a punch, making viewers feel unsettled and guilty about the glaring imbalance in the sports industry.
The first poster takes the form of a game plan—but with a twist. Instead of typical strategy lines, I’ve reimagined the playbook with a giant, bold representation of a ‘dick.’ This symbolizes how, in the sports world, having a penis often equates to power, privilege, and attention. The tagline, playing on the term ‘boner,’ humorously shifts the power dynamic, flipping the script and suggesting that women, too, have the agency to control this power.
(Poster 1)
For the second poster, I used two netballs to form ‘BALLS,’ a nod to another symbol of male dominance. The balls double as a playful yet pointed reference to breasts, highlighting the stark reality that in the sports media landscape, it’s always ‘balls over boobs.’ To hammer the message home, I added XY chromosomes as nipple covers, a cheeky visual reminder of male dominance and how it often overshadows everything else.
(Poster 2)
The goal of these posters isn’t just to provoke—it’s to make you stop, think, and question the systems that allow this inequality to persist.
