Network provider EE showcases how football gives young girls the confidence they need to “thrive” in a new integrated PR and marketing campaign ahead of the Women’s Euros in Switzerland.
EE, the lead sponsor of the Home Nations Football Associations, carried out research in partnership with psychologist Dr Sheila Redfern that highlighted being part of the football community reduced the negative impact of social media on teenage girls’ self-esteem and confidence.
It highlighted that 93% of girls who took part in the sport felt more confident, and 69% reported that football gave them a sense of belonging.
At the centre of the marketing drive, titled ‘Everyone needs a Squad’, is a 30-second hero spot, devised by Saatchi & Saatchi, which follows a young girl as she highlights how the sport gives her a sense of community.
Kelly Engstrom, brand and demand generation director at EE said: “As lead partner of the Home Nations Football Associations, we recognise the power of the football network and its potential to make the world a better place. We know growing up in an online world brings unique challenges and we are passionate about showcasing how this sport can help build young girls’ confidence.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Everyone Needs a Squad highlights how we are doing more for families by supporting young people’s wellbeing and helping them navigate the online world with positivity. We hope that this campaign will empower young girls on and off the pitch and inspire them to get involved in the beautiful game.”
The telecommunications firm has also unveiled EE Squad, a digital hub crafted by Digitas, which allows girls to “explore, build and grow their community around football”. The platform features content from Home Nation players sharing how the sport has changed their lives.
Bommerang has crafted the social marketing content for the campaign which focuses on glow-ups and Get Ready with Me content showing creators getting “football ready”.
Open Connect and Posterscope handled the planning and buying.
Will John, executive creative director, Saatchi & Saatchi said: “There’s a power in football that builds the very things social media can chip away at — confidence, self-esteem, a sense of belonging. With this campaign, we wanted to celebrate that power. The power of having a squad behind you, both on and off the pitch.”
