The advertising agency of Adam & Eve/DDB was hired by The Football Association to promote female football participation. The main goal for this campaign is to address the negative stereotypes that state football is a male's sport. The campaign aims to increase female football participation in girls between the ages of seven and 11-years-old.
The campaign will be featured during the FIFA Women’s World Cup Canada 2015. The hashtag '#WeCanPlay' has been created in support of the campaign. Through the use of print and online outlets, this campaign will reach the desired audience.
The entire 'We Can Play' campaign will focus on encouraging physical activity while promoting gender equality in sports. The campaign will present facts and statistics that support and encourage girls to feel comfortable and confident playing football.
Key Themes Behind This Trend
- Gender Equality in Sports
- There is an opportunity for businesses to create products and services that promote gender equality in sports across different levels of competition, from youth to professional.
- Youth Sports Participation
- There is an opportunity for businesses to create products and services that increase youth sports participation by addressing negative stereotypes and promoting physical activity for kids.
- Inclusive Sports Advertising
- There is an opportunity for businesses to create innovative, inclusive advertising campaigns that promote sports participation for all genders and age groups.
Where This Applies
- Sports Apparel
- There is an opportunity for sports apparel companies to create gender-inclusive clothing lines for all levels of competition, from youth to professional.
- Digital Advertising
- There is an opportunity for digital advertising agencies to create innovative online campaigns that promote youth sports participation and gender equality in sports.
- Sports Equipment
- There is an opportunity for sports equipment manufacturers to create specialized products designed to promote youth sports participation amongst girls and other underrepresented groups.
