Dame: I Get Off On Supporting

Whilst a large proportion of the general population enjoy and celebrate women’s sports, there remains a significant number who view them as fair game for ridicule or toxic conduct. Most recently, the Women’s National Basketball Association (WNBA) has been the target of such behaviour. The first instance occurred on July 29th during the Atlanta Dream and Golden State Valkyries game, when a sex toy was thrown onto the court, causing a stoppage in game time during its closing moments. Since then, similar interruptions have occurred at games in Chicago and Los Angeles, and a crypto meme group – Green Dildo Coin – has claimed responsibility for the flying phallic objects. The team at Dame holds that whether the intention was to cause harm or not, the fact remains that the stunt took the spotlight away from women’s sporting achievements, in an attempt at viral memification that was centred around humiliation and shame, invading their professional working environments. Refusing to let shame perpetuate through the WNBA, female-founded sex toy company, Dame, decided to change the narrative. In partnership with Stereo Creative, together they launched ‘The Green Dildo Coin’ campaign, a bold, intentional response that transformed misogynistic behaviour into an opportunity to empower.