WOMEN & GIRLS’ FOOTBALL

CHALLENGING ESTABLISHED PERCEPTIONS

In the Summer of 2019 we created BE Football - a new campaign celebrating the Women and Girls’ game in Wales. The campaign aims to unite every level of the Women and Girls’ game, inspire confidence and challenge perceptions utilising the relatable role models playing and working in the game today. The creative concept is founded on the brand line: “BE” – for us this has impact, is short, to the point and lives in a confidence-inspiring space. It is also possible to add words to build strong messages that are consistent and automatically in the correct tone of voice. Complimenting “BE” is a bank of compelling photography, the style of which is natural, it’s inviting, something that our target audiences can relate to. Type lives large, bold and unapologetic – visualising the confidence and positive attitude that we want to instil.

The BE. Football Manifesto:

WE’RE HERE TO MAKE A DIFFERENCE

TO MAKE A BIG NOISE

TO CHANGE WHAT THEY THINK OF US

WE’RE NOT DOING THIS FOR A CAUSE, WE’RE DOING THIS FOR US,

TO GO FROM WHO WE ARE TO WHO WE CAN BE

AND WE’RE DOING THIS TOGETHER, WITH OUR FRIENDS, OUR KICKASS ATTITUDE,

OUR FOOTBALL, OUR WALES

LET’S GET INTO THIS, LET’S GET PLAYING, WATCHING, FOLLOWING

BE. FRIENDS

BE. LOUD

BE. FOOTBALL

BE Football launched in the Summer of 2019, see more at BeFootball.Cymru and follow @BeCymru on Instagram.