Playing sport builds essential life skills that set girls up for success off the pitch – skills like leadership, resilience, and teamwork.
Our research discovered that 94% of women in C-suite positions played sport through their teens. But why do twice as many girls than boys quit sport by the age of 14?
We needed to draw the world’s attention with maximum impact and begin to change the status quo.
We did it by shocking fans all over the world by showing Liverpool players quitting football for the same reasons young girls hang up their boots.
We filmed Jurgen Klopp delivering a stirring team talk – to motivate girls around the world – and then hosted a Q&A with Klopp asking the girls’ questions to get to the heart of the issue. Our uplifting final film dramatising the lifelong benefits of staying in sport through girlhood into adulthood made a huge impact.
With a media spend under $200,000, the campaign achieved +150 million impressions with 70 million completed video views, and the “I Quit” film aired on the UK’s top-rated “This Morning” TV show.
We used the power and global reach of Liverpool FC to highlight the issue to their 135M supporters, and football fans around the world.
By taking an important, emotive subject, coupled with a powerful creative idea, harnessing the global pull of Liverpool FC, we’ve taken a huge step towards making the world aware that girls need everyone’s support to play on so they can reach their full potential.
