Mobilising the industry to transform the future of women’s football

To celebrate the 10th anniversary of Women in Football (WIF) – a network of women working in football who support and champion their peers – we were challenged to create a campaign that built awareness, drove membership and helped to secure corporate partnerships.

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CHALLENGE

To celebrate the 10th anniversary of Women in Football (WIF) – a network of women working in football who support and champion their peers – we were challenged to create a campaign that built awareness, drove membership and helped to secure corporate partnerships. 

So we set ourselves the challenge of creating a campaign that would have the kind of impact that in 10 years’ time, WIF wouldn’t be necessary.

SOLUTION

We created a campaign encouraging everyone in our industry to make specific pledges to take concrete action that would inspire, welcome, empower and champion women across the football industry.  It’s actions, not words, that make a difference on gender diversity in football. 

We launched the campaign at Twitter’s HQ with initial pledges from our corporate partners, ambassadors and supporters to get the ball rolling. From there, the power of Twitter spread the campaign far and wide as pledges from around the world were tweeted, re-tweeted and, most importantly, delivered.

By transforming WIF into #WhatIf, we created a hopeful, future-facing, consistent and measurable mechanic for everyone to make their own pledges public and to be inspired by others. 

IMPACT

#WhatIf has gained hundreds of pledges from organisations and individuals including UEFA, Wimbledon, BT Sport, Sky Sports, talkSPORT, Twitter, The Times, The Mirror, Everton FC, Lewes FC, Barclays, Betfair, Sporf, Football Manager, Kick It Out, Spencer Stuart, Judy Murray, David Clarke, Gabby Logan, Amy Lawrence, Ben Lyttleton, Kelly Cates, Jacqui Oatley, and Hayley McQueen.

#WhatIf was Twitter’s #1 trending topic on the day of the launch and since then 135,000 tweets have contained the hashtags #WhatIf and #WomenInFootball. The campaign has reached at least 70m people with UEFA’s pledge alone seen by 12.5m.

ENGINE

ENGINE is a Future company. We see the world as divided into those who are disrupting and those who are being disrupted. In the connected age technology is changing the relationship between brands and consumers; the ubiquity of mobile devices, always on connectivity, and direct access to brands and their products, services, and support has redefined what we expect and how we want to engage with them. So we’ve built a company to help both sides of the divide. We are a full stack consultancy, technology, insight, data, brand and experience, and advertising and communications company.

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