Gains are for the Girls Campaign

A national campaign I created to get more girls playing youth sports.

The problem: Girls quit youth sports by age 14 and at twice the rate of boys.

The solution: Create programs that make girls feel they belong.

How: Survey our parents who have girls playing in their leagues and find out what their daughters actually want and why they play sports.

The result: A nationwide campaign to promote our survey results that helped prove our co-ed and girls leagues offer the supportive youth sports environment girls and their parents are looking for.

The campaign message:
When girls play sports they gain confidence, strength, and life skills that empower them to reach their goals on and off the field.
Gain Confidence.
Gain Strength.
Gain Life Skills.
Gain a Passion.
Gains are for the Girls!

The omni-channel campaign included:
- The survey and analysis of results
- 6 weeks of teasers to launch survey results and the campaign message
- CTV ads
- Email campaign
- PR push for B2B and B2C outlets
- NIL influencers
- Local assets for franchisees such as flyers, on-field signage, promo items, and merch

Highlight: We were featured on the Welcome to the Party podcast "Party Starters" with Billie Jean King, Abby Wambach, and Julie Foudy