UEFA has teamed up with a squad of big stars in women’s football to form a dynamic team of content creators to spearhead its new, always-on Together #WePlayStrong YouTube channel.
Swedish defender Petronella Ekroth (who plays for Juventus), Dutch star Shanice van de Sanden (of Olympique Lyonnais) and world champion freestyler Liv Cooke are among the players fronting the new look team and appearing in the new channel ‘We’re Back’ video.
The spot, posted on 21 January, is essentially a subscription drive call to action.
It asks the viewer: “Are you an aspiring football player in need of inspiration? Because we have something for You! We are the #WePlayStrong creator squad. And we’re all professional football players or Freestyle Football World Champions. We want to build the largest football community with YOU. We’ll take you behind the scenes at top level clubs, through Europe with our national teams and on the journey to the World Cup! You’ll be joining us on our travels getting fitness, skill and style tips AND doing challenges! What are you waiting for? Hit that subscribe button! Be sure to subscribe to the WePlayStrong channel”
The fresh film launched across all the #WePlayStrong channels including YouTube,
Twitter,
GOOD MORNING CHAMPIONS!
WE ARE BACKWhat are you waiting for?
Subscribe now – link in bio
Together #WePlayStrong pic.twitter.com/cX4BKQBvu5— #WePlayStrong (@WePlayStrong_) January 21, 2019
Instagram,
and Facebook.
The new channel offers a range of original content focusing on themes such as daily insights into players’ routines, funny challenges, beauty and style content and health and fitness advice, as well as providing a platform for inspiring women and players across Europe, who love football, to share their experiences of the beautiful game.
Comment:
UEFA is taking a leaf out of adidas football’s creators approach as it launches the next phase of the #WePlayStrong project with debuted back in June 2017 (see case study).
UEFA launched ‘Together #WePlayStrong’ to try and transform perceptions of women’s football and also to encourage girls to take up and continue playing the game.
As well as new pro player creator group, the project sees UEFA work with its 55 member associations to reach an objective to make football is the number one sport for women across Europe by 2020.
‘Together #WePlayStrong’ was launched with a spearhead spot aired before kick-off of the 2017 UEFA Women’s Champions League final in Cardiff between Lyon and Paris Saint-Germain.
The initiative has been promoted across multiple channels – from TV to social – and is primarily aimed at girls aged between 13-and-17-years-old.
The project was partly developed after research results from a University of Birmingham, UK study that explored the psychological, physical and emotional benefits for girls playing football.
This research showed that playing football can significantly boost confidence, happiness and self-image – helping young girls make friends and learn vital life skills.
UEFA President Aleksander Čeferin hailed the initiative when it was launched in summer 2017: “Increasing the participation and the role of women in football has been one of my main objectives, both before and after I became UEFA President,” he said.
“We need to change attitudes about women’s football, and give women of all ages more encouragement and opportunities to play. The women’s game has so much potential, and I believe the Together #WePlayStrong movement can be a driving force across our 55 national associations to achieve this.”
Links:
WePlayStrong
https://www.instagram.com/weplaystrong/
https://twitter.com/WePlayStrong_
https://www.facebook.com/WePlayStrong/
https://www.youtube.com/channel/UCvjR2pbl-CzhSzg6dBYsEKw/featured
https://giphy.com/weplaystrong
UEFA
http://www.uefa.com/uefachampionsleague/
https://www.facebook.com/uefacom
https://plus.google.com/+UEFAcom
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