Playing sport builds essential life skills that set girls up for success off the pitch – skills like leadership, resilience, and teamwork.
Our research revealed 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?
How could we draw the world’s attention with maximum impact and begin to change the status quo?
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 motivate girls around the world to play on.
We hosted a Q&A with Klopp asking the girls questions to get to the heart of the issues they face.
And we created an uplifting film dramatising the lifelong benefits of staying in sport through girlhood into adulthood.
With a media spend under $200,000, the campaign achieved over 150 million impressions with 70 million completed video views, while the “I Quit” film was played in its entirety on the UK’s top-rated “This Morning” TV show. We used the global reach of Liverpool FC to highlight the issue to their 135 million supporters and to football fans around the world.
By taking an important, emotive subject and 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.
