“PLAY ON” CAMPAIGN: OCTAGON & STANDARD CHARTERED
Standard Chartered and Liverpool FC have the longest-running front-of-shirt sponsorship in Premier League history. But how could we leverage this relationship to highlight a grass roots issue? Girls dropping out of sport.
Sport is hugely important to our development. It builds essential life skills that can set us up for success off the pitch. Skills like leadership, resilience, and teamwork.
In fact, our research discovered that 94% of women in C-suite positions played sport through their teens. So why do twice as many girls than boys quit sport by the age of 14?
We used our partnership with Liverpool FC to highlight the main reasons with maximum impact.
We shocked fans all over the world by showing Liverpool players quitting football for the same reasons young girls hang up their boots.
We had Klopp deliver a stirring team talk – to encourage girls to play on.
We hosted a Q&A with Klopp asking the girls questions to get to the heart of the issue.
We created a film dramatising the lifelong benefits of staying in sport.
The campaign achieved over 150 million impressions with 70 million completed video views,
Using the power and global reach of Liverpool FC to highlight the issue gave us the credibility to champion the cause with authority.
By taking an important, emotive subject and leveraging our partnership with Liverpool FC, we’ve taken a huge step towards making the world aware that girls need everyone’s support to play on.
