WOMEN IN FOOTBALL
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 pro bono campaign that built awareness, drove membership and helped to secure corporate partnerships.
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.
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.
#WHATIF WAS TWITTER’S #1 TRENDING TOPIC ON THE DAY OF LAUNCH
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.
#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.
We love a challenge big or small, local or global. So don’t hestiate to reach out.