Supporting Football Beyond Borders with the launch of their Women’s Euros campaign
The Challenge
Football Beyond Borders (FBB) needed a PR partner to launch their Women’s Euros campaign, It’s My Pitch – an audio-visual exhibition featuring female & non-binary practitioners and young people, focusing on perceptions today, aspirations for the future of the game and how football has shaped them.
The Approach
We partnered with our sister agency, Ripple Research, to develop an insight-backed campaign that leveraged FBB’s previously released report, which looked into the legacy of the Lionesses in the wake of their 2022 Euros victory.
We launched a secondary survey speaking to 13-18 year old girls across the UK, with half of the sample living in inner-city areas.
The questions were designed to give us comparative responses vs the 2022 report – exploring areas such as participation in football and changing attitudes towards representation in the 2025 squad.
The Outcome
The campaign resulted in 22 items of quality coverage – including 14 nationals.
Highlights included ITV & Channel 5 News, bulletins across Global stations LBC & Heart, full pages in The Observer and The Guardian – and a 5-minute segment on Maisie Adam & Suzi Ruffell’s podcast, Big Kick Energy.
The exhibition and screening was a huge success, made all the sweeter by a Lionesses win.
Comms Lead India Hill shared:
“You took the campaign further than we could have imagined”.
