Strategy, Web Development & National Digital Marketing Campaign
Sport Ireland
In Ireland young females are three times more likely to quit partaking in sport by the age of 14 than boys are. Sport Ireland tasked us with the concept and national roll out of a creative campaign strategy to promote an ongoing connection with sport for girls to help counteract this trend
The campaign needed to specifically resonate with the target demographic of young females, while at the same time appealing to boys and men, so as not to exacerbate any existing divides. We created the ‘Lovesport’ concept which was designed as a call to action around the wide variety of mental, physical and social benefits of continued engagement in sport.
Using this concept, we made a series of short films which featured many high profile Irish athletes from multiple sporting disciplines. The format took the form of aspiring young athletes interviewing their female sporting heroes about why sport was so important to them, all set in each athlete’s individual sporting environment. All films were housed on our www.lovesport.ie website and were supported by a full digital marketing campaign and merchandise. The campaign was also launched on RTE as part of an RTE/Sport Ireland initiative.
