GLOBAL GOALS WORLD CUP | Saher Suthriwala

ETHYLENE MIDDLE EAST CONFERENCE & EXHIBITION

GLOBAL GOALS WORLD CUP

2020

BRIEF

The Global Goals World Cup (2020) is a global football tournament for women who wish to make the world a better place. The goal of the campaign is to raise awareness of gender equality and other issues related to sustainable development.

TARGET AUDIENCE

Women of 21+ years, with or without experience in sports

RESEARCH

Primary Data Collection

After having analyzed the 100 posts under the #sports, with the help of content analysis, an objective, systematic and quantitative method (Kolbe and Burnett, 1991; Kassarjian, 1997), it was found that 30% of the people participating in sports were female, while the dominant 70 were male (refer Chart 1).

Online survey results (73 participants)

36.3% blame the society's perception of women as "weak and incapable of physical activities"
19.6% blame the culture and diversity as well as religious restrictions families impose on women.
21.6% blame the media for giving either "not enough attention" or too much "forced attention".
14.7% blame men's "ignorance of ladies’ abilities" and the mere nature of them being "close-minded, orthodox".
7.8% blame women for not "speaking up for their rights".

Focus Groups

No one to play with
‘What if I don’t want to play?’
Obvious skill difference is discouraging
More attention to male sports in media
Traditional background and upbringing
Not being able to play after sunset

Networking Events

THE IDEAS

'PROVE US WRONG'

'Weak and Nurturing' - that's how women were stereo-typically described, especially in advertising where women were represented in an inferior manner. However, a recent shift into femvertising has been observed meaning today's media focuses on women empowerment (Grau and Zotos, 2016). This goes to say that there is no place in the world for narrow mentality.

The Prove Us Wrong campaign is here to vanish all these proclaimed stereotypes and persuade women to participate in sports and prove the stereotypes of the society wrong.

Hayhurst, Giles and Radforth's (2015) study involved the participation of young women who faced inequality in sports and the fact that they wanted to prove them wrong (Rich and Misener, 2019).

MEDIA CHOSEN

Billboard Ad
Social Media Ad (Instagram Stories, TikTok)
Youtube Ad

PR STRATEGIES

Press Conference

The press conference hosted by the Global Goals World Cup would feature Zahra Lari, the first Emirati figure skater (Sport 360, 2018), Hanan Mazouzi, founder of the first female super cars owners club (Emirates Woman, 2020) and Joyce Azzam, the one and only Lebanese woman to climb the Mount Everest (Infobae, 2018).

Brand Merch (giveaways and networking events)

Through giveaways, the organization can use Instagram users to get more users through tagging in the comments for a chance to win a customized jerseys, mugs and pens.

Instagram Influencer collaborations

An influencer profile of those that we think would spread the message across with passion and create real impact.

BRAND COLLABORATION

What makes Nike significant is the number of campaigns launched and initiated by the brand, targeting women, starting in 1990 with its Just Do It stories. The for-women campaigns encouraged the growth of women’s participation in athletics (Grow, 2006).

Narrowing down to breaking stereotypes, Nike introduced its ‘Dream Crazier’ advertisement. Serena Williams partnered with the brand to point out unfavourable portrayals of women in sports and how the audience understands them as ‘crazy and hysterical’. As a result, the campaign was phenomenally a huge success (Maragh-Lloyd, 2020).

BUDGET

$500,000

'WE PLAY TOGETHER'

With a campaign headed towards reducing inequalities and breaking baseless gender stereotypes, the ‘We Play Together’ concept is aimed at encouraging women to unite and show the world who they really are.

Representing Global Goals World Cup for what it anchors, women will now be empowered through a stereotype-shattering campaign. People say: “Women are too emotional”, but who said being emotional was ever a bad thing? Taking inspiration from these stereotypes, the campaign takes on an emotional approach that would lead our target audience to consider participating in this annual football tournament.

According to Theberge (1987), competing means to strive together and consider each other equally ambitious and less ‘strive to win’. Instead of being bothered by the competitiveness in sports that “women lack”, it is suggested that they show the process of playing and competing which includes challenging other women to demonstrate skills and call out the best in each other, not put each other down.

MEDIA CHOSEN

Billboard
Social Media Ads
Video Advertisement
Youtube Ad

PR STRATEGIES

TikTok Influencers

In December 2019, TalkWalker revealed that this year would see a growth in the use of TikTok (PRCA, 2019). With around 500 million active users, TikTok seems like an apt program to promote the brand and its campaign. With the use of the hashtag, #WePlayTogether, through macro-influencers and micro-influencers, the content created on TikTok can be used in spreading the word. GGWC could also have its very own TikTok account which would feature videos created for its TV and Instagram advertisements. This will grow as a trend among users who are not influencers, gradually resulting in user-generated content.

Radio

Rated as the best radio show in the UAE (Ahlanlive, 2012), Virgin Radio DXB is one of the best ways a campaign message could be sent out. Another advantage of using this radio station for the We Play Together campaign is the Kris Fade Show. As recognized by CNN (2019), the breakfast show hosted by Kris Fade has more than a million listeners every day.

The show could conduct an interview with Majken Gilmartin, the CEO and co-founder of GGWCup or with the UNDP Goodwill Ambassador, Nikolaj Coster-Waldau. She will reveal details about the tournament, the purpose of the campaign as well as the activities and outcome that is expected from this campaign. Without making it sound too promotional and more motivational, the message will be sent across a crowd of 1 million listeners.

Women @ Work

For the final PR activation, the campaign will recognize and brand both the SDG that we are targeting as well as the brand that we are partnering up with. Women @ Work is a unique initiative that would feature women football coaches/trainers and Nike jerseys with a print of the SDG ‘Reduced Inequalities’ on the back and the name of the campaign “#WePlayTogether” as well as the logo of GGWCup in the front.

These coaches will target workplaces that mainly include journalists and give them a complimentary football training session to help them get away from their hectic work-lifestyles and make them consider joining in.

BUDGET

$490,000

'TAKE THE LEAD'

At university levels, more than 97 per cent of athletics programs consist of administrations from men. What makes this situation worse is the fact that media only ever gives the lead coverage to women in sports when the Olympics come around (Grappendorf, 2013). This also reflects on the fact that the number of women working in sports media is extremely because of the societal stereotypes that result in discouragement (Hardin and Shain, 2005).

Why are sports for women limited to a single sport or a single year? Why not let women finally take the lead. Take The Lead, launching in a ‘man’s world’, we want women to step up, not to get discouraged and take the lead.

The purpose of this campaign is to get more women into the sports industry, in the sports media and in more of what they have been discouraged to participate in. We believe in a future of more opportunities for women as they are equally capable of achieving the greatest things. To reach that level of greatness, the time is now. It’s time women take the lead!

MEDIA CHOSEN

Billboard
Social Media Ads
Youtube Ad

PR STRATEGIES

Instagram Live

Since influencers play a vital role in promotion of brands and its products and services, the Take The lead campaign will also be using influencers to take over the brand’s Instagram stories, go live and conduct weekly sessions of Q&A’s with its engaging users. These Q&A’s could include knowing more about the tournament or could be about the ambassador of the campaign. These creators could initially inform their followers about the sessions by posting about it on their Instagram stories asking them to tune in, with the #TakeTheLead and a tag of the GGWCup Instagram account.

Train the Leaders

Training sessions will be held at different grounds at flexible locations. The coaches that could participate in these training sessions could be micro-influencers. These women will be provided with merchandise such as Nike jerseys that read "Take The Lead" with the GGWCup logo as well as the SDG 10: Reduced Inequalities symbol, just like the one for the Prove Us Wrong campaign. Merchandise and sponsored activities, as per studies by Söderman and Dolles (2015), identify benefits that include emotional attachments of fans with the brand itself and help bring up the image of the company.

Pop-Up Shop

For the final PR activation, the campaign will be launching Pop Up shops in malls or shopping centers. In terms of sports activities, consumers tend to look and engage with innovative and creative experiences. What raises a brand’s equity is the launch of interactive experiences for the market, especially for the target audience and these efforts include the whole idea of a pop-up retail (Kim et al., 2010).

The mall activation at Mall of the Emirates, Dubai will include photo booths, ability to register for the GGWCup right then and there as well as games from which winners will receive a free Nike jersey or cap with the GGWCup logo and the hashtag #TakeTheLead.

BUDGET

$500,000