As part of the campaign, FA TV has rolled out a video conceptualised by VCCP and director Courtney Phillips. The spot shows five young girls performing a hip-hop style dance which turns out to be a goal celebration at a football match, showing that 'there is more to football than football.'
The campaign focuses on The FA’s ‘Gameplan for Growth’ strategy which aims to double the player base and fans of women and girls’ football by 2020. The campaign targets 11 to 16-year-old females and aims to inspire them to participate in the game, driving interest in initiatives such as FA girls’ Football Week, SSE Wildcats and girls’ football clubs as well as promoting the friendships that can be created from playing the game.
The video appeared on ITV’s The X Factor on Saturday evening (18 November) and was supported by activity across Sky Adsmart. Social versions of the video will run across Snapchat, Instagram, and Facebook. Media planning for the campaign was handled by Manning Gottlieb OMD.
Georgina Lewis, head of marketing at The FA said: “ The focus now is to help us inspire a change of behaviours – associated with our strategic objectives – bringing to life the wide ranging benefits that football offers. This is an exciting, dynamic campaign which we hope will inspire a new generation to have a long-lasting relationship with the game.”
Jim Thornton, deputy executive creative director at VCCP said: “We want more girls to discover the joys of playing football. And most importantly, that playing football has never been just about the playing - it’s always been as much about the fun, about being part of a squad or a gang. That’s what we wanted to show in the ad - the camaraderie and the confidence that goes hand-in-hand with being part of a team.”