The Cardrona and Treble Cone skifield team has announced a new 2022 campaign "All In" with two film projects exclusively featuring female athletes and health professionals.
The films have been made to challenge the low representation of women in the ski industry.
The project snowballed after a self-reflective journey by the Cardrona and Treble Cone team.
Their general manager of experience, Laura Hedley, said at the end of 2020 the team took stock of gender representation across their social media content.
About 45% of their social media audience is women. But during winter 2020, only 29% of snowsports content featured women.
“It quickly became clear that we were perpetuating gender stereotypes, often reducing women to ‘lifestyle’ content,” she said.
So it changed in 2021, with more than 50% of their social media content featuring women.
This year, the decision was made to exclusively feature women in advertising across their two largest pre-season campaigns.
Cardrona and Treble Cone have committed to equitable gender representation in all marketing media.
“We know that this is just a good start — it’s not all that needs to be done,” Ms Hedley said.
The company has challenged other snowsport brands to join in equitable representation, too.
“We’ll keep asking ourselves and others the questions that need to be asked.
"We’ll listen, we’ll learn, and we’ll keep making change. However, this change can’t be something we do alone,” she said.
The All In film project consists of two films – one featuring exclusively female athletes skiing and snowboarding, and the second a short documentary.
The films will be premiered at 7pm on June 9 at Apre Wanaka.
