‘It’s Her Game’: The unique initiative encouraging girls to get into football
‘It’s Her Game’ is an original campaign aiming to empower girls by offering free, easily accessible football content.
Diversity Media Sales launched the project late last year in collaboration with Goals4Girls. Founded by Francesa Brown, Goals4Girls focus on creating lasting change for girls in London. Many young women lack access to the opportunities sport can provide, and the organisation hopes to change that.
Sponsored by EA Sports, the series features two former Lionesses in Kelly Smith and Toni Duggan, as well as Goals4Girls ambassadors performing ‘how to’ content around football skills and ball mastery.
With International Women’s Day just around the corner, the Sports Gazette spoke to Charlotte Ford from Diversity Media Sales about the video initiative.
Inspiring the next generation of young female footballers
The project strives to empower and give confidence by offering free and easily accessible content that girls can watch and replicate themselves in their own space, at their own pace, as many times as they’d like.
Ford emphasised that “The aim is for the content to be as widely available and accessible as possible. We hope for it to be used as a resource across the education and extracurricular systems and to inspire a next generation of young female footballers and athletes.”
Turning her attention to the future, Ford explained “With the help of the acquired data, we will be using this as a case study to demonstrate to brands how their future media investment can deliver return on investment whilst also supporting underserved and marginalised communities.
The power of serving marginalised communities
Ford said: “We are committed to supporting our charity partners through the power of serving underrepresented and marginalised communities by providing content that is accessible to and resonates with those audiences.”
Explaining further the long-term goals behind the project, Ford continued “Through this series, and those to come, we also aim to demonstrate to brands how their media investment in these projects can contribute to these powerful initiatives and causes whilst also delivering return on investment effectively.”
Ford told the Sports Gazette that the versatile content across social media platforms hopes to “Ensure we reach a wide audience that spans across parents of young children, boys and girls, that may be lacking in confidence or disengaged with typical physical education resources.”
“To ensure an authentic voice was weaved into the relatable content, the project was made up of 72% female contributors with a female producer and director,” highlighted Ford.
This campaign utilises digital media to empower girls interested in football. Key to the industry’s sustainable and inclusive progression, ‘It’s Her Game’ gives young women a much-needed accessible and safe space to learn about the beautiful game.
The ‘It’s Her Game’ six episode series is available on YouTube and PlayWorks.
