The FA hires Adam & Eve/DDB to promote girls football

The FA: hires Adam & Eve/DDB
The FA: hires Adam & Eve/DDB

The Football Association has kicked off a campaign to tackle and counteract discouraging images of girls' football and has hired Adam & Eve/DDB to develop it.

The national initiative begins today as the England Women’s team play their first game in the Fifa Women’s World Cup Canada 2015. The England team plays France this evening.

Adam & Eve/DDB has been tasked with exposing incorrect stereotypes, challenge the idea that football is a boy’s game and increase the number of 7- to 11-year-old girls playing football.

The Omnicom agency developed the #WeCanPlay brand alongside Mischief PR and the two agencies will activate the brand through online and print media.

Mat Goff, a managing director at Adam & Eve/DDB, said: "Girls football is on the march. We are delighted to be working with the FA on this important campaign to recruit and mobilize and army of fans to support girls in football."

To launch the initiative The FA has released research that found just over half of girls felt football was a game for them. The FA also found four out of five girls who play football do not feel confident about doing so.

Russell James, the head of marketing at The FA, said: "We Can Play is one of the most powerful and hardest hitting campaigns from The FA to date.

"Women’s and girls football has come a long way in recent years but now is the time for society to question why antiquated attitudes towards girls playing the nation’s favourite game persist.

"The work of Adam & Eve/DDB and Mischief PR to date has helped take us in a brave new direction. The campaign is specifically designed to drive debate and shatter perceptions – with women’s football so heavily on the news agenda at the moment we hope the timing is right to drive participation levels too."

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