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.
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.
Multi award winning.
1.3 million engaged.
96% of girls felt more positive about sport.
80% increase in participation.