CASE STUDY

BloominGirls

The brief

In the UK there is a problem. Young women aren’t engaged in sport. Sport England wanted to change that. Our challenge was to change young women’s perception and increase participation by creating a sporting habit for life, the precursor for the incredible “This Girl Can” campaign.

Creating the extraordinary together

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 to their passions of music, beauty and fashion. At a free one-day festival, 14-17 year-old girls were given the opportunity to trial a mix of sports set to music with ambassador, hot UK girl band Neon Jungle. Collaborations with fashion and beauty brands that young women trust and love – Boohoo, Make Up Academy, Batiste and Babyliss – rewarded them for taking part. This was all done with support from the All England Netball Association, the Football Association, the Rugby Football Union and England Hockey, who created a new version of their sports to help break down barriers for this age group.

The success story

Multi award winning.

1.3 million engaged.

96% of girls felt more positive about sport.

80% increase in participation.

Work with us

If you think we could help you and your brand, we’d love to work with you. Drop us a line and let’s talk.

Call Anne Parsons on 0203 111 0507
or email anne@cherrylondon.com