Discount supermarket Lidl Ireland has begun a print campaign to encourage participation and media coverage for women's sport by 2020.The campaign titled #20x20 aims to encourage a 20% increase in attendance, participation and media coverage of women's sport in the next two years. The print ad published in The Independent features a dummy page and at the bottom it is mentioned that "This is not a mistake. this page should be filled with the incredible achievements of women in sport. By 2020 it will."According to Lidl, it has already invested around 3.5m Euros into encouraging sports women.