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MEDIA CAMPAIGNS TO CHANGE THE IMAGE OF WOMEN'S FOOTBALL

Country: Russia

Organisation responsible: GirlPower Football School (Moscow)

Main topic addressed: Gender equality in media / communication

Type of resource/practice: Awareness-raising initiatives / materials

Discipline: Football

Target group(s): Women, opinion leaders, people interested in sports and fashion

Timing: 2017-2018

Language: Russian

Brief description of the practice: Introducing women’s football in the fashion/lifestyle media discourse helps to combat stereotypes about football and ultimately contributes to improving its image and makes it more popular. Therefore, the GirlPower Football School organised a media campaign aimed at translating the message that football becomes a lifestyle sport for women, which is perceived by women themselves and by the larger society as something attractive and fashionable. The focus was on partnerships with lifestyle and fashion media outlets (such as L'Officiel Russia, Buro247, Glamour Russia, Vogue Russia as well as smaller local lifestyle magazines) as well as with sports media (Soccer Bible, sports.ru, the latter being the most popular one in Russia). The campaign was also promoted on social media (Facebook and Instagram) both through the school’s accounts and through partner celebrities and brands. Some of the releases included the presentation of the 2017 and 2018 home and away kits, photo and video shoots as well as interviews of players.

Further information: 

Presenting the 2018 kit:

https://www.soccerbible.com/design/photography/2018/06/girl-power-launch-new-adidas-kit-with-short-film-and-look-book/

Celebs x GirlPower 2018 kit social media campaign:

https://www.facebook.com/girlpowerfc/posts/1852551218133469

L'Officiel Russia x GirlPower campaign:

https://www.lofficielrussia.ru/video/futbol

Presenting the 2017 kit:

https://www.buro247.ru/news/fashion/02-mar-17-adidas-girl-power-fc-uniform.html

Levi's x GirlPower campaign:

https://www.sports.ru/tribuna/blogs/odukhevremeni/1761203.html

Adidas x GirlPower campaigns:

http://girl-power.club/mag/183

http://girl-power.club/poem

Other campaigns, lifestyle and awareness-raising features:

https://www.glamour.ru/health/fitness/zhenskiy-futbol-kak-zhivet-krupneyshaya-v-moskve-i-evrope-zhenskaya-futbolnaya-shkola

https://www.kommersant.ru/doc/3662850

https://www.youtube.com/watch?v=z9EqSRr60Vc

https://www.facebook.com/moskvichmag/videos/2149291165144881/

Contact person: Maria Suchkov, GirlPower Football School, [email protected]

public Equality and Human Dignity Department Russia Football English Media/communication Sport and integrity- Enlarged Partial Agreement on Sport (EPAS) 1. Awareness-raising initiatives / materials sport for all general

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