To inspire the younger generation, the Swedish women’s national football team swapped their names on their jersey’s for motivational tweets.
BRIEF
adidas and the Swedish Football Association (SvFF) asked us to launch their new Swedish women’s national football team jersey. Usually, this launch never gets any attention, even though the women’s national team has more success than the men’s. The situations for football playing girls and boys in Sweden has vast differences.
CONCEPT
We aimed to turn the jersey launch into a social initiative to inspire all girls playing football, and to help them hang in there. How did we do this? The Swedish national team swapped their names on the national team jerseys for motivational tweets, hand picked by the players themselves, to motivate the younger generation.
INSIGHT
6 out of 10 Swedes can’t name a female footballer and half of Swedish football playing girls consider quitting. Where would they find the strength to hang in there, when not getting the same inspiration as the boys do? What if the Swedish national team could inspire the younger generation using powerful messages?
RESULTS
The importance of supporting football playing girls got worldwide attention. Our campaign got an earned media reach of 1 billion+ people with o paid media at all. The jerseys sold out and 76 % of those exposed to the campaign consider the jersey to be a symbol of pride. More importantly, we got hundreds of thousands of supporting voices. Together we turned the Swedish matter into a global matter.
