Agency: Trigger /Sølvrev
This was a Corporate Social Responsibility campaign, funded by resources designated for socially beneficial purposes. As a result, as much of the budget as possible had to go directly to the cause. Despite ambitious goals, we had a limited media budget. PR was crucial to our success. From research and insights to the idea and media mix, everything was designed with this in mind.
Sparebanken Vest has worked with sponsorship for 200 years. Focus on girls playing football is not the same as it is for the boys. We commissioned the Norwegian School of Economics to conduct a large survey. The research resulted in a 28-page report. The results were disappointing. 1 in 4 girls say that developing as players is their main motivation for playing football. Only 1 in 10 parents and coaches believe the same. The consequence is that resources are distributed unequally, and that girls in football are given less opportunities than boys.
The research results shaped our editorial, creative efforts, and solution. Collaborating with major regional clubs that Sparebanken Vest had long supported, we created the Girls Want More initiative.
Girls Want More immediately struck a chord, rapidly spreading across the internet and editorial media, creating tremendous engagement. The campaign received 91 editorial mentions. It ranks among the most effective campaigns measured by Opinion in the past 10 years, successfully shifting attitudes toward girls’ football. Though it was a local effort in Western Norway, the campaign gained widespread attention across Europe, even reaching UEFA leadership.
