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The challenge:

How do you change young women’s perception of sport, and create a habit for life?

The solution:

BloominGirls was born; a lifestyle campaign which presents sport in a new way: in their speak, in their style, in their social set, outside of the school environment and linked with three of their top key passions; music, beauty and fashion.

The pilot event kicked off in Manchester on 23 July with a free one-day festival, giving 14-17 girls the opportunity to trial a mix of non-traditional ‘neon’ style sports set to music (Netball, Football, Hockey and Touch Rugby) with ambassadors, hot UK girl band, Neon Jungle. And by collaborating with fashion and beauty brands young women trust and love - Boohoo, Make Up Academy, Batiste and Babyliss, we rewarded them with free mini makeovers, nail art and styling sessions just for taking part.

With the support from All England Netball Association, the Football Association, the Rugby Football Union and England Hockey, who created a new version of their sport to help break down barriers for the age group – we’re planning on rolling the concept out nationally.

The result:

1.3million engaged, over 1,300 of our target audience registered (75% we believe we could effect change in), 96% felt more positive about sport, 94% said sport was more appealing than before, 80% said they intended to increase their participation.

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