As part of its sponsorship of the upcoming 2022 UEFA Women’s Euro, LinkedIn has unveiled a campaign highlighting the importance of role models for future generations.
The online platform’s partnership with the tournament is the latest in a series of initiatives it has worked on with a focus on ‘making work work for women’ in the hopes of building a more equitable world of work.
LinkedIn has partnered with Carole Thomas BEM, a former captain of the England women’s football team to encourage people to ‘Follow in her Footstep’ as she embarks on a 30-mile walk from Crewe (which hosted the first Women’s Euro match in 1984) to Old Trafford in Manchester which will host this year’s opening game.
On her walk, Thomas will be joined by other trailblazers from women’s football including Chloe Morgan, Iqra Ismail, Rachel Yankey and Anette Borjesson. They will also be accompanied by LinkedIn UK’s country manager Janine Chamberlin.
Created by London’s VCCP, the campaign will be supported by earned and paid media, alongside a push across out-of-home, digital and print through a partnership with Telegraph Women’s Sport.
READ MORE: International Women’s Day: LinkedIn sponsor UEFA Women’s Euro 2022
The campaign was launched following the results of research commissioned by LinkedIn which found that over 40% of professional women believed that they would be more successful if they had a role model in the workplace, with over half (55%) feeling that workplaces still suffer from a lack of relatable role models.
“At LinkedIn we’re championing an equitable world of work that’s diverse and inclusive,” LinkedIn international brand marketing director, Darain Faraz said.
“The UEFA Women’s EURO 2022 epitomises and celebrates these values. This sponsorship follows LinkedIn’s global partnership earlier this year with International Women’s Day – where our campaign sought to break biases around career flexibility.
He added: “Sponsoring what is set to be the largest women’s European sporting event in history felt like a natural next step in our sustained commitment to making the world of work for women.”
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