THE BRIEF
A research focused, self directed and initiated project, driven from a personal passion of running and participating in women's sport.
Research proves that women who participate in sporting activities at school have a 76% chance of remaining interested in sport for the rest of their lives. As designers, how can we challenge the negative stigma surrounding women in sport and better educate, inspire and encourage young girls to feel empowered to participate in physical activity? The goal with this project is to engage the future generation of young girls and celebrate the significance of sport for transforming lives.
THE CONCEPT
Sport England have teamed up with Primark, launching the latest awareness campaign, ‘Ask The Girls’. The campaign will raise awareness of inequality that remains within society surrounding sport participation and aims to encourage the next generation of women to keep playing sport. The campaign will go one step beyond just raising awareness, by ‘asking the girls’, exactly what they want their future of sport to be. The aim of the campaign is to spark important conversations, challenge societal norms and educate teenage girls to discover what sport participation means to them. Together, we can keep striving for equality in sport.
OVERVIEW DETAILS
This series is designed to raise awareness of the issues girls face, aiming to resonate and catch their attention by speaking directly to the target audience, prompting reflection of their own experiences.
The responses link back to the campaign’s mission of ‘asking the girls’ what they want their future of sport to be, aiming to spark thoughts about what changes they would like or what they feel they need in order to fulfil their potential.
The purpose of this series is to start the conversation - linking to the campaign’s slogan.
The guide consists of 5 different chapters, highlighting common barriers that girls face when participating in sport. Chapters include an overview of the benefits and power of sport, as well advice on navigating sport through puberty.
Primark will support the initiative through an affordable activewear range designed specifically for girls and will provide sports bras to all the girls attending the school workshops. The range will attempt to combat body confidence issues as well as highlight the importance of wearing the right kit when playing sport.
The dual tone split design with the campaign’s key colours has been created to represent inequality that remains in sport for women.
Primark’s window design mirrors the initial awareness poster series, acting as a ‘billboard’ for further advertisement.
A motion graphic will display the written dialogue, changing every few minutes to allow viewers to digest the information. The girls responses would be hung across the top of the window, creating an interactive element in-store.
97% of teenagers are on a social media platform such as Instagram, TikTok and YouTube. Social media will form a key part of advertising the campaign and will be utilised to increase awareness and promote Primark’s involvement, interacting and engaging with the target audience.
Social platforms will be utilised to share informative content that is included within ‘Your Guide’. Given the amount of time teenagers spend on social media, it’s a good resource to educate and inspire the girls on important key messages that the campaign aims to highlight.
