By John Glenday, Reporter

July 20, 2022 | 2 min read

Nationwide Building Society has joined a growing tide of brands embracing grassroots women’s football with a new spot showcasing talented young footballers.

Showing adults the consequences of their words and actions, ‘Respect Starts Small’ demonstrates the benefits of support from the sidelines in early childhood – particularly in an environment where online hate against women in football remains prevalent.

Marking a three-year partnership with The Football Association’s Respect program, the brand campaign by VCCP London focuses on 11-year-old Aysia training while speaking openly about the positive and negative aspects of the game. Addressing the audience directly, Aysia says: “Girls can do what boys can do, and boys can do what girls can do.”

Mark Brayton, marketing director at Nationwide, said: “Thanks to our partnership with The FA, we’re encouraging positive behaviors and sharing our perspective that ‘Respect Starts Small.’”

Kimberley Gill, creative director at VCCP London, added: “Mutual respect, when encouraged from the very beginning, truly has the power to change young people’s day-to-day lives, and it’s important that we adults don’t forget the impact of our words too.”

Accompanying Twitter messaging will see Nationwide share letters from female footballers as young as six as a poignant reminder for adults to set a positive example.

A host of brands from EE to Sports Direct and Heineken are tackling online sexism amid an explosion of support for women’s football.

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