Giving Girls A Voice
Ask The Girls | Primark x Sport England
Campaign Strategy
Campaign Identity
Art Direction
Research Focussed
(download supporting document here)
The Yummy Spread Co are a sustainable food brand on a mission to tackle food waste. They work collaboratively with fruit farmers, purchasing fruit that is considered 'too ugly' for retail sales, but perfectly good enough for making delicious jams! The brand was seeking a full brand identity, including packaging designs, celebrating their core brand message of aiming to tackle food waste head on. A key goal was to stray away from cliche organic and sustainable brand styles which often lack personality.
The Insight
Despite positive leaps forward in recent years, a gender gap still remains with only 55% of young women engaging in sport activity at least once a week, compared to 75% of young men. Globally, there is still work to be done to reduce inequality within society. 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 for this project was to engage the future generation of women and celebrate the significance of sport for transforming lives.
The Direction
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.
The importance of Social Media
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.
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Social platforms have been 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.
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