BITE Insight

Football has long been heralded as a man’s game, reserved for teams who draw in the biggest crowds across some of the largest stages in the world. These teams were, traditionally, male, as were the vast majority of the audience who watched the games, and the children who played the sport at school, in parks and at home.

UEFA and FCB Inferno set out to change attitudes towards women’s football with their campaign Together, #WePlayStrong. Designed as a digitally-led, integrated, year-long campaign, it was created to transform the image and perception of women’s football across Europe.

The initiative has been backed by UEFA’s 55 member associations across Europe, with the aim to make football the most played sport for women in Europe within 5 years. The campaign was built on the insight that playing football gives girls confidence. It concentrates on encouraging teenage girls, who are a particularly difficult to reach audience, to play the popular team game.

Socially-led, with TV and print support, the campaign video was shot across three countries and features a diverse range of hundreds of girls, from beginners to professionals.

The campaign was created for teenage girls, rather than solely to highlight the brand. It is optimised on social media platforms that are used by teenage girls and includes GIF’s, iMessage stickers and content films for them to share. This level of engagement allows girls to creatively involve themselves with, and participate in, the campaign.