Championing the success of the Lionesses to inspire confidence
The Challenge
Football Beyond Borders (FBB) aimed to empower young girls through football, using the Lionesses’ success as inspiration. Despite the growing profile of the women’s game, many girls still lacked role models, training opportunities, and the confidence to pursue the sport.
FBB enlisted The Ripple Effect to raise awareness of the charity and secure high profille media opportunities to maximise reach potential.
The Approach
FBB has engaged over 500 girls in schools nationwide, building the programme from scratch over three years, even through the pandemic.
Capitalising on the Lionesses’ Euros success, The Ripple Effect positioned Ceylon Hickman, FBB’s Head of Brand, as a key media voice for the charity. Ahead of the World Cup, we surveyed young women to assess the Lionesses’ impact on their engagement with football.
Our report highlighted a key barrier: a lack of diversity in the England women’s team, leaving minority young women without relatable role models. It also found that, outside major tournaments, young women lack the cultural touchpoints (e.g. FIFA) that sustain interest among young men.
Aligned with FA and grassroots priorities, this report underscored the emotional impact of these gaps on girls’ passion for and commitment to the game.
The Outcome
FBB continues to recognise The Ripple Effect as their go-to broadcast partner, regularly seeking our consultancy and strategic advice on the best approach for media engagement. Our ongoing collaboration has strengthened our relationship, with FBB trusting us to help shape their public voice and amplify their impact.
Through this partnership, we have also opened conversations with their sister organisation, Youth Beyond Borders (YBB), as well as their key corporate partners, Gillette and Nike, exploring further opportunities for collaboration and storytelling.
We are regularly invited to FBB’s showcase events, where young people who have directly benefited from the charity take centre stage. These events powerfully highlight the role football has played in improving school attendance, boosting academic achievements, and building confidence, reinforcing the charity’s mission and the tangible impact of its work.
