To coincide with the start of the Premier League season, and following England’s Lionesses’ UEFA EURO 2022 victory, Christian Aid has launched a campaign to highlight the fact that a large number of women around the world still aren’t even allowed to play football or watch games at grounds.
The #AllGirlsRoar campaign, created by Impero and planned by Goodstuff, is utilising contextual targeting to land a message of women’s equality, gender justice, and hope at key sporting events this weekend. It will be supported by press and social, as well as digital ad vans to target consumers and the media in further contextual locations.
“Like so many others I was surprised to learn that women were banned from playing football in England for 50 years. The Lionesses show what can be achieved when women are given access to an even playing field. Every girl should have the ability to play if they want to, regardless of where they are born,” said Kimberley Ferguson, Brand Manager at Christian Aid.
As part of Christian Aid’s wider ‘United by Hope’ creative platform, the charity is using the campaign to call on brands and supporters to help challenge the power imbalances that still exist around the world.
The United by Hope platform was created by Christian Aid to tackle inequalities around the world by encouraging to come together in the hope that we can make the world a better place.