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.