EE Launches Nationwide Campaign to Empower Teen Girls Through Football and Digital Inclusion
London, UK – EE, the lead partner of the Home Nations Football Associations, has launched a comprehensive, multi-platform campaign titled "Everyone Needs a Squad" aimed at empowering teenage girls across the UK through football and digital literacy. The campaign recognizes the unique challenges faced by young people growing up in a digitally-driven world and seeks to leverage the positive influence of football to build confidence, resilience, and a sense of belonging amongst teenage girls. By combining on-the-ground experiences, educational content, and engaging social media activations, EE is fostering an inclusive and supportive environment that encourages girls’ participation in the sport and equips them with essential digital skills.
Central to the "Everyone Needs a Squad" campaign is the provision of accessible pathways into local football opportunities, complemented by confidence-building resources available through EE LearnSmart. This online platform offers valuable educational content designed to enhance digital literacy and equip girls with the skills they need to navigate the online world safely and effectively. To further inspire and motivate young players, a dedicated playlist featuring personal stories from Home Nations players has been curated. These stories highlight the transformative impact of football on their lives, showcasing how the sport has shaped their confidence, resilience, and sense of belonging both on and off the pitch.
To extend the campaign’s reach beyond the digital realm, EE is hosting a series of experiential events across the UK, known as "EE Squad Socials." These events, taking place in Cardiff, Brighton, and London, are designed to provide a vibrant and inclusive space for teen girls and their families to connect, celebrate their self-expression through football, and expand their football networks. The "EE Squad Socials" offer a range of creative and football-related activities, opportunities to watch live games, and the chance to forge new friendships with like-minded individuals. This offline component of the campaign reinforces the importance of community building and face-to-face interaction.
Recognizing the influence of social media on young people’s self-esteem, the campaign also incorporates a dedicated social media strategy that aims to challenge negative stereotypes and promote positive online experiences. Partnering with the agency Boomerang, EE has developed content that redefines the concept of "glow ups," shifting the focus from superficial transformations to the empowering impact of football on girls’ confidence. Through engaging "Get Ready With Me" videos on TikTok and Instagram, creators showcase the excitement and camaraderie of getting ready for a football match, highlighting the joy of putting on a football shirt and meeting up with their squad. This approach promotes a healthy relationship with social media, emphasizing the importance of genuine connections and shared experiences over superficial online trends.
Out-of-home advertising plays a significant role in amplifying the campaign’s message, featuring Home Nations players and grassroots footballers showcasing the positive impact of football on confidence building and community development. Posterscope, the OOH agency responsible for planning and buying the outdoor advertising, has strategically placed these visuals across the UK to maximize visibility and reach a wide audience. These displays serve as powerful reminders of the transformative power of football and inspire more girls to join in the sport. Furthermore, Saatchi and Saatchi have created compelling social media films that delve deeper into the personal experiences of players, exploring the profound meaning of being part of a team.
The "Everyone Needs a Squad" campaign integrates seamlessly across multiple touchpoints, including out-of-home advertising, retail promotions, social media engagement, radio broadcasts, partnerships, and podcasts. This integrated approach ensures maximum reach and impact, effectively communicating the campaign’s message to a diverse audience across various platforms. By leveraging a multitude of channels, EE aims to create a powerful and resonant narrative that celebrates the positive influence of football and promotes digital inclusion among teenage girls.
EE’s commitment to empowering young people extends beyond the "Everyone Needs a Squad" campaign. As the lead partner of the Home Nations Football Associations, EE recognizes the crucial role of football in fostering positive social change and building stronger communities. Through this initiative, EE is demonstrating its dedication to supporting young people’s well-being, particularly in navigating the complexities of the digital landscape. The campaign’s ultimate goal is to inspire a new generation of confident and connected female footballers, fostering a more inclusive and empowering sporting environment for all.