Very restricted governmental policies on maternity leave: they retire as they only have 98 days for maternity leave and get paid for 45 days, (Rama Channel, 2018) This means female footballers who need physical body to play, will be at a disadvantage than male footballers who will not need to take maternity leave.
There is a big inequality in income and reward between women’s and men’s football. For the Women's World Cup 2019, the monetary reward only accounted for around 7.5 percent of the reward for the Men's World Cup in 2018 (Rooppradit, 2022). Additionally, the income of men’s highest income footballers is 26 times higher than women’s highest income footballers. (Workpoint Today, 2018)
Thailand’s election is set to take place on 14th May 2023 which may result in a change of government. For example, Move Forward Party proposes to increase maternity leave to 180 days and amend the anti-sexual violence law to be more inclusive (Workpoint today,2023), or the policy to support sports as profession. (Think Forward Center, 2023) By this, more girls and women may consider playing professional football as there is a higher support from the government.
If Thailand will hold the FIFA Women’s World Cup or regional event, it may result in economic growth and reduction of unemployment rate, as there was a noticeable the growth of GDP and reduction of unemployment rate in South Korea and Germany while hosting the FIFA World Cup. (Money Buffalo, 2022)
Moreover, one parent from the interview viewed that since the costs of becoming a football player is high and it is a short-lifespan job and physically demanding, parents may want to push their children to pursue other jobs.
According to studies by Women in Sport, society has been spreading wrong norms to girls that they are not capable of doing sports, and there is still high prejudice towards women footballers that they are not as good as men, and that sports is against girl’s identity. This could result in women being pushed away from this sport from the beginning. (Prachathai, 2023)
Some parents and society believe their girls are too fragile for footballs or sports are not for them, which prevent them to play footballs as professions or even extracurriculars (Prachatai, 2023)
However, women empowerment and gender equality has been heavily promoted recently. For instance, during the Iran-Spain match during the 2018 FIFA World Cup, Iranian women were able to officially enter the stadiums after being prohibited from 1979. Moreover, UNESCO also initiated the program to enforce rights for girls and women to participate in physical education, physical activity and sports at all levels. (UNESCO, 2022) This could result in more support for women football and opportunities for female youths and teenagers to try to play football which could be seen as a break from gender norms.
Social media and better access to internet could result in a better promotion of female football and higher interests for girls to play football.
Technological Advancement could signify a better collection of big data of a highlytalented female footballers across Thailand, which can aid better recruitment process.
Improvements in technology also means a borderless world where people do not only have to go to the site to watch footballs, but they can watch from anywhere whether it is TV, phone, tablet, or computer. For example, two of our interviewees said they like to watch football matches through television and social media platforms.
The law to protect female footballers from abuse and sexual harassment may not be strong enough in Thailand, in which the fines are no more than 10,000 baht. (Ministry of Justice, 2021) Moreover, there is constant news about female footballers being sexually assaulted. For instance, Afghanistan’s and Haitian’s women’s national team was assaulted by their country’s football federation. (SportandDev, 2021). Parents may worry their female children will get taken advantage of by men in a male-dominated industry.
Football grounds require massive use of water and high energy flood lights which is the main environmental impact of most football clubs. Moreover, in a match, fans have to travel back and forth which generates huge amounts of waste and carbon emissions during their journeys. (Jenkins, n.d)
The research from a football game being held at Cardiff’s Millennium Stadium showed that a total of 59 tonnes of waste was generated by supporters and food and drink businesses in Cardiff and 20,000 litres of water is used per day to maintain a football pitch. (Jenkins, n.d)
When holding football events or maintaining the fields, FA Thai Women’s League may have to consider solutions to these environmental damages to build a good brand’s reputation, showing social responsibility.
Strength
FA close relationships with various schools
No competitor within the same football pro ram
One & only administer in char e of football in Thailand
Thai women football players are amon the top in Asia
Stron relationship with diverse sponsors (Chan , AirAsia, Molten
Continuous Thai Women Lea ue support and executions while havin less attention
Weakne e
Low awareness & audience for Thai Women Lea ue
No ownership of the football stadium and trainin round
Lac of substantial overnment suppor
Invited to play in Middle east lea ue, but did not have the bud et
Norms & sti ma towards women footballers
Semi-Professional Lea u
Players do not have full-time commitment to football
As Thai women are amon the best in Asia, we could ain both domestic and international fans. Introduce football to students at a youn a e via ood relationship with schools
Promote Thai Women Lea ue via Thai Men Lea ue as FA is also in char e
Threat
International football competitions ta in away ratin s
Competition from more popular sports
Soap opera and news pro rams are competin for ratin s.
From the interviews, we have learned that there are several e xternal factors stopping and encouraging girls to play football. School support, fa mily, and peers are the common factors appearing in the interviewee’ answers. From this, we can utilize these factors in our strategy and tactics.
In public schools, there is a lack of football facilities and support for athletes, whereas, private schools provide the facility, but it is inefficient.
“There is no football field in my school.” - Mook, student, 15
Peers
Friends are crucial when deciding to join a sport. Some interviewees stated they lack friends to play football with at school, while another appreciated the opportunity to play with friends.
“If I had friends to play with I’d give football a chance.” - YooJean, student, 15
“If my female friends play with me I would like to try, it could be fun.” - Mook, student, 15
“I only joined the football team because my friends were joining.” - Rainna, student, 18
“The grass is dry for the whole field. There are potholes in some areas which you could stumble on and get injured.” - Sand, student, 16
Right now I would not play football because not alot of my friends play, but if I do find friends in future who like it, I’m willing to give it a try again.” - Rainna, student, 18
“At my school, you must be a school athlete to get to practice. Normal students do not have a lot of chances, especially girls.” - YooJean, student, 15
Football allows me to be with friends and meet a lot of new people” - Sand, student, 16
“The football field in the school is not efficient enough for playing professionally and I have no friends to play with.” - Sand, student, 16
“Actually, I do like football a little because when I was young I played with my friends.”
- YooJean, student, 15
We have found out that family plays a big role in introducing sports to the other members. As the students’ behaviours tend to be influenced by their family members including father, sister, and brother.
“My father likes to watch football so I watch it with him.” - Mook, student, 15
There is a low level of awareness of the team as none of the interviewees can name members of the FA Thai Women’s League. However, two of them acknowledge the existence of the team. One of them gave a reason that the content is not visible to them.
“The FA Thai Women’s League doesn't really appear on advertisements or YouTube so I don’t really get to watch them.”Mook’s father, parent, 48
“If my dad doesn’t turn it on, I wouldn’t take initiative to watch it.” - Mook, student, 15
“I saw my dad playing football and the sports day at school seemed fun, but it must be tiring.” - Mook, student, 15
According to our survey, girls respondents achieve the average score of the football knowledge test at 2.875/5.
“I like badminton the most because my sister played it before so I wanted to play.” - JyeJye, student, 15.
“I saw my brother playing football and I like it - Sand, student, 16
Knowledge of football
Only one out of five parents expressed that they would not support their children playing football professionally.
According to our survey, 50% of the 12-18 year-old-girls stated that “norm of football as a male sport” is the reason women play a lesser role in football
In the survey, the most important factor in deciding sports for their children is the child’s interest (47.4%)
“The benefits of playing football is that she developed discipline, responsibility, and mental strength when things does not goes as planned” - Sand’s father, 43
“The benefits of football is that I get to be with friends and meet a lot of new people, being able to do what I dream of and am passionate about.” - Sand, student, 16
Age: 15
Gender: Female
Religion: Buddhism
Race/Ethnicity: Thai
Education level: Middle School
Income: 4000 THB per month
Status: Single
Occupation: Student
Hobbies & Interes
Learn new language
Play basketbal
Watch K-series & Listen to K-Po
Watch short videos on Tiktok & ouTub
Watch sports with friends & family
Belief
Believes that football is still a men-dominated sport
Achievements require hard wor
Believes in gender equality
Value
Friends & Famil
Social Acceptanc
Personal Growth
Attitud
Open-minded to try footbal
Wants
Wants to try new sports such as football, but she couldn’t as she has no friends to play with. Also, not having football field and gears or football experiences to get started. Thus, she wants to find a supportive community that shares the same interests with her.
Afraid of getting hurt from playing sport
Would not try new things unless her friends join
Barriers preventing her to get involve d
Lack of knowledge & awareness / No football field / No Friends / Football is perceived as violent / Alternative sports / Academic responsibilities / Hot & Muddy
Needs physical activities that are safe and enjoyable as she is quite afraid of getting hurt from playing sports. As she values friends and family, she also has a need for social interaction and connections.
Knowledge
Average football knowledge from various limitations such as not having football field, and not having a football class in the school’s curriculum
Age: 40
Gender: Female
Religion: Buddhism
Race/Ethnicity: Thai
Education level: University Level
Income: 200,000 THB per month
Status: Married with children
Occupation: Corporate Worker
Hobbies & Interes
Runnin
Cookin
Gardenin
Watch Thai and Korean serie
Family activities (sports, travel, etc.)
Communication Channe LINE
Information Channe LIN
Faceboo
Others (Youtube Instagram)
Belief
Believes that football is for me
Believes in hard wor
Football is a dangerous sport
Value
Self Famil
Children’s live
Work Life Balance
Attitud
Wants
As she is protective of her children, she wants to ensure that their children’s decisions are beneficial and safe. As she very values family, she also want to find ways and activities to help the family members stay healthy while also having fun. She also looks forward to her child’s future career choice.
Needs
Open minded with her children’s choice
Willing to take risks and try new thing
Protective of her children
Barriers preventing them to get involve d
She need information to ensure her children s safety and benefits her child would get. She needs new opportunities to spend quality time with her family and she also has a need for work life balance to find time with her family.
No past experiences with football / Concern of children injury from football / Favors alternative sports such as swimming / Not much free time
Average football knowledge. Not having enough experiences as women weren’t encouraged to play football when she was in school.
We aim to motivate and increase awareness that Football can be enjoyed by women, and also everyone regardless of their gender, age and status.
1
To have an effect on awareness, specifically to create attention about Thai’s women football league (Chabakaew) within 5 months by 50%
2
We have categorized our objectives by our audience: Children and Parents For children, our objectives include: For parents, our objectives include:
To have an effect on acceptance, specifically to create a positive attitude for women to play football within 5 months by 25%.
To have an effect on action, specifically to motivate girls, regardless of social status or background, to play football within 5 months by 15%.
To have an effect on awareness, specifically to create attention about Thai’s women football league (Chabakaew) within 5 months by 50%
To have an effect on acceptance, specifically to create a positive attitude for parents to choose football as a top sport for their all their child to play by 25% within 5 months.
: Girls are equally capable of playing football because gender is not a limitation.
Message Pillar 1 (Print Ad & Social Media Promotions)
The message pillar is focused on raising awareness about the FA Women League (Chaba Kaew) and promoting women's participation in football. #GirlsCANPlay
Message Pillar 2 (Video Ad & Influencer [Little Monster])
The message pillar emphasizes the positive attitude towards women playing football. #GirlsCANPlay
Print Ad Proof Points
According to our survey, 50% of the 2- 8 year-old-girls stated that “norm of football as a male sport” is the reason women play a lesser role in football.
“There is so little information on the FA Thai Women League on YouTube so I don’t watch any.” Mook’s father, 48
The survey also showed that girls agree that “There are more male footballers than male.
Social Media Promo Proof Points
Video Ad Proof Points
According to the interviews, every parent and children said that LINE is the platform they use to communicate with each othe
Facebook, Instagram, and Youtube for promotional contents & content marketing channel Children that we interview said they consume news and entertainment through Instagram, while said they consume news from Facebook the most.
Issuing challenges is one of the most effective ways to encourage engagement on TikTok and the platform itself is also popular among GEN Z (Schaffer, 2023).
“Football allows me to be with friends and meet a lot of new people” - Sand, student, 6
“The benefits of playing football is that she developed discipline, responsibility, and mental strength when things does not goes as planned” Sand’s father, 43
“When I practice football, I need to sacrifice a lot. Oftentimes I feel tired, but I need to be patient.”- Sand, student, 6
“I watch football with my dad when he watches it.”- Mook, student,
“I started liking football because of my brother.” - Sand, student, 6
It depends on my daughter. If she likes football, I am happy to support her. - Sand's father, 43
According to our survey, 47.4% of the parent respondents stated their “child interest,” is the most important factor in deciding the sports for their child.
POSITIONING: The FA Women League is a strong team that should be given a spotlight and have the capability to inspire girls to play football.
KEY MESSAGE: Girls CAN Play TARGET AUDIENCES: 1. Girls (12-18 years old)
2. Parents (30-40 years old)
Message Pillar 3 (Events & Influencer (MILLI))
Invites people to come together and play football by using the Call-to-action: "Girls, Let's Kickoffs!"
Events
“The football field in the school is not efficient enough for playing professionally and I have no friends to play with.” - Sand, student, 16
“There is no football field in my school.” - Mook, student, 1
“If I had friends to play with I d give football a chance.”- YJ, student, 15
Influencer (MILLI)
TikTok is wildly popular with younger consumers, especially among Gen Z (Schaffer, 2023)
Issuing challenges is one of the most effective ways to encourage engagement on TikTok and is also the original way of interacting with other creators on the platform (Schaffer, 2023)
Most of Mill s songs focus on empowering women and break out from the norms such as Sood Pang and Mirror Mirror which talk about embracing one's own beauty as the way it is. Also, some of her songs talk about women having the rights over their own bodies and asking consent. (Serene, 2022)
From experts in the music industry to Thai politicians, they mentioned that Milli is a trendsetter for new generation people. She is the true definition of soft power after she performed live at Coachella, one of the biggest music festivals in the world, while eating Thai dessert Mango Sticky ice .
Girls are equally capable of playing football because gender is not a limitation.
Motivational, Celebrating Womanhood & Friendship
Launch promotional and interactive campaign marketing through five main tactics
Advertising is a must for communicating our message across a wide range of audience, answering the awareness objectives we have set.
We would create three print advertisements in total which we would put them on MRT and MBK billboards.
The first one illustrates two images: a woman and a man. Along with that, accompany a text, “He’s a football caption,” and “She’s also a football caption.” The advertisement aims to enforce the perception that women are great at football and they should be acknowledged for that. Moreover, it will create exposure to the FA Thai Women League captain.
The second advertisement is a digital interactive poll in which a question is asked. “When you think of football, what do you think of?” for people to scan QR Code and share their opinion real-time on Slido. The purpose is to create awareness on the status quo of football perception with usergenerated content.
The third print advertisement is a gamified version of a multiple choice question. “Taneekarn Dangda is a …….” a. Daughter b. Footballer c. World Cup Contender d. All of the above. The print advertisement is selfexplanatory. We aim to emphasize the fact that there are a lot of roles women can take part in and be successful in all of those roles.
We would utilize two video advertisements to communicate to the parents and young girls.
The first advertisement “ล้มแล้วลุก” shows girls playing football together and getting a small injury, however, they will get back up and continue playing. With the video, we expect the audience to understand that girls are strong and nothing can stop them.
The second advertisement is inspired from the symbolic interactionism theory. To apply the theory, we compared a football team as a microcosm of the society where everyone has a role to play. Hence, we name it “Life on Field.” The video will display children playing football in their assigned roles. Later, they will grow up into different roles in the society such as football player, mother, manager, and coach. The advertising would create a sense of community and expand how parents view football as a beneficial sport.
We aim to communicate that football is not just a sport, but a life lesson which will assist a child's growth into society. The main idea is to show that football players will be at an advantage when they grow up as adults since they have already learned how to function in a social system in their own roles. Hence, in the future, they will be able to live in a wellfunctioning society and take their own role.
We have come up with three event ideas within the theme, “Girls, Let’s kickoff!” in which we categorize them into three levels: small, medium, big.
This is a medium-sized event which will be held in the middle of Siam Square. We will bring a small football goal with molten football for people who pass by to give it a try. Then, we will bring the FA women team to surprise them with football skill and play with random people. Moreover, we would ask for sponsorship from sports equipment companies that already have their shops open at Siam such as Supersports, Decathlon, and Molten. The aim is to create awareness of the FA women team and create action. If the participants have a positive experience, it is highly likely that they may consider football.
To attract attention, we would post about the event through FA Thailand owned media and existing channels. Moreover, real-time live on the social media platforms will be broadcasted and we will encourage the passersby to participate in posting content of their experience with football. What the audience will get is the acknowledgement from football professionals and a chance to play football with real football professionals.
This is the big event that will take place on a football field. We aim to provide space for everyone regardless of gender and age to gather and play football together. We would like to collaborate and ask for sponsorship from Chang, M-150, Warrix, and Muang Thai Insurance. The event aims to solve the pain point of students not having a football field to play at school and having no friends interested to try football together. From this event, a community might be created.
To bring people in, we would promote through FA Thailand owned media, and existing channels such as social media platforms and collaborate with local schools or football fields, requesting them to help promote the events.
As for the incentive we would focus on creating bonds with others in the community and giveaways from the sponsorship as well as football career opportunity.
For a small-sized event, we would introduce FA Women League football to three different types of school: sports, private, and public school. They would take part in the P.E. class where they introduce football to girls. This answers the problem in which our interviewee mentioned that there is no football class in P.E. Integrating it in school would ignite the interest in football at a very young age. Not only does it create awareness, it would potentially affect action as well as acceptance.
To appeal to students, we would give gifts and merchandise from FA Thailand for students who are participating in our P.E. class and certainly they will gain exclusive football experience with professional players. After the trial P.E. class, we would promote the FA Thai Women’s League via the school radio to gain the students’ attention. Also, collections of photos of the event will be posted on FA Thailand social media platforms.
There are two influencers that we would like to collaborate with as they would bring a positive brand image to FA women league: Little Monster and MILLI.
For Little Monster, the channel focuses on parenting and letting their children experiment with new challenges by themselves. This channel has a good reputation and the family has two daughters who are expressive in sharing opinions and highly individualistic. Hence, to target the parents, we would invite their daughters to try football wearing FA jerseys and having experts explain the health benefits of football as well as the safety concerns. This aims to create awareness and acceptance as the Little Monster parents are perceived as good parents. By doing this, it may inspire other parents to be open-minded about football.
Another influencer would be MILLI, as she represents strong independent successful women. She is a young rapper who creates multiple viral songs. Therefore, we would hire her to make short music tailored for Thai Women League which is suitable for TikTok format. To demonstrate, we would have the FA women footballers kick the football rhythmically with MILLI’s song for a TikTok challenge. This would generate public participation and the song will create a strong brand personality for the women’s league.
We would communicate our event, advertising, and influencer collaborations through multiple media channels, especially social media since we aim to reach younger generations, aiming to create a social presence, generate awareness of the branding, and interact with the potential audience.
For promotional content, we would post it on Facebook to target parents, then Instagram and TikTok to target children. Apart from promotional content, we would utilize content marketing to attract more audience. For example, we would promote the FA women league and how new K-pop groups are being promoted. To illustrate, we would emphasize the personality of each footballer to create a persona we can highlight, then take them to programs to do a question parade, 73 questions while walking around FA facilities, have kids interviewing them, and vice versa. For a short video content, we can create challenges like kicking football to teenage girls in Siam and see how it goes, for instance. Moreover, LINE OA will be used to communicate with both the parents and children when there is an event or special competitions of the Women’s League or FA.
As a suggestion, we would recommend promoting the FA women league members like K-pop idols by starring different media outlets, giving interviews and expressing themselves so that they have an obvious and memorable personality. For example, joining The Standard (The Secret Sauce) discussing the business aspect of football, People you may know Podcast talking about a historical women footballer, and The Cloud (Coming of Age) telling their own story of becoming a footballer. Moreover, give interviews for media to write feature stories that would highlight the persona of each FA women league member more clearly.
This approach would produce a strong brand image and identity of FA Women League and girls may find it aspirational while listening to their stories.
To test the efficiency of our print advertisement, we have distributed a google form to the students and parents that we have interviewed for audience analysis. In total, we have received five responses: three students, two parents.
To evaluate the print advertisements, we asked the interviewees two main questions as follows
What is their sentiment towards the advertisement
In your opinion, what is the message the advertisement aims to deliver?
Summary
From this survey, our print advertisement communicates well with the audience as they understand the aim of the message, feel curious as to what the women in the ad is, and also have positive sentiments towards the media.
Note
Language barriers may cause misinterpretation since not all our respondents are fluent in English.
After seeing the advertisement, the respondents expressed that they feel inspired, hopeful, and interested. Additionally, they have similar views on what the advertisement communicates as follows:
“Women can also do what men can do.
“Regardless of gender, everyone can play sports.
“Girls can play football.
“It communicates equality.
“Sexual Equality; breaking sexual stereotypes.”
Overall, their answers resonate with our campaign #GirlsCANPlay, communicating that women are as capable as men and should be appreciated.
For the interactive advertising, most of the respondents find it interesting, followed by feeling hopeful, and inspired. Furthermore, 80% of the respondents would participate in sharing their opinion in this advertising. However, the interpretation of the advertisement slightly differs as follows:
“Anyone can play football.
“Who would have the requirements to play football?
“What do you think of football?
“Wants opinions on football
“We have biased stereotypes around football being male-dominated.”
Despite the diverse answers, the interpretations go into the same direction being the opinions on football. As we would like to see how people think, reflecting the status quo of football in Thailand, the response goes well with what we would like to see.
For the third advertisement, most of the participants feel inspired, followed by hopeful, curious, and neutral. Additionally, their interpretation includes:
“Women can be everything.
“Women can be successful regardless of their career.
“Feminine girls can play football too.
“Who she is.
“Asks about football”
To summarize, their various opinions are coherent with what we want to deliver. We aimed to communicate that women are capable and also bring attention to Taneekarn Dangda, a women football player in FA Thai’s Women eague.
For the timeline, the duration of the campaign Girls CAN Play will cover 5 months in total. We have categorized the activities into 5 types based on the characteristic of the activities which are printed advertisement, video advertisement, event, influencer and social media.
For the beginning months, we aim to create awareness of the Thai Women’s National Football League. Thus, we will introduce our target audience to the National Thai Women by using both print and video advertisements along with being active on social media as a communication channel throughout the campaign period. Also, we will start to hold an event by visiting schools to promote football to the children.
For the following months until the end of the campaign, we try to reach and engage with the target more by corporate with the influencer and other media outlets to create more content on the media.
By following this communication campaign plan, within 5 months, there would be a 50% increase in awareness towards Thai’s women’s football league from Thai girls of age 12-18 years old. Furthermore, it would also create a positive attitude towards football among them (25%), and motivate them to play (15%).
By empowering girls to play football through our "Girls Can Play" campaign, we expect to change their perceptions of the sport and inspire them to take part in a fun, exciting, and challenging activity.
We plan to use a variety of advertising techniques to attract attention to the Thai Women's League. For instance, social media approaches and influencers such as MILLI, will increase the Chaba Kaew’s visibility and presence in the minds of our audience. Moreover, our print ads will spark curiosity among our audience, while our video ads
will create a memorable brand image for the FA Women's League to inspire girls to try football and gain new fans. Girls would feel empowered and pull out their strengths to try and play football fearlessly.
We would gain a significant increase in the number of girls who open up to football and internalize it as an attractive sport to try. We believe that with the collaboration with Thai Women’s League in our events, we will reach more talented girls and be able to scout them into the football community, which can create a supportive and inclusive environment that promotes long-term growth and persistence in the sport. By highlighting the accomplishments of Thai Women’s League players and providing opportunities for girls to interact with them, we expect to inspire more girls to pursue football and see it as a viable career path.
Similarly, by following this communication campaign plan, within 5 months, parents of age 30-40 years old would become more aware of the Thai’s women’s football league presence (50%). It would also affect the parents’ decision in deciding football as the top sport for their children to play, namely a 25% increase.
Parents also have a critical role to play in supporting their daughters' interest in football. Through our video advertising ‘Life on Field’ and influencer ‘Little Monster’, we expect them to perceive football as a top sport that can provide lifelong learning skills such as responsibility, patience, and social skills. Additionally, more parents will perceive the Thai Women's League as an aspiration for their children and potentially enroll their daughters in football courses, which will enable girls to pursue football as a career and become potential professional football players.
To evaluate the effectiveness of the 'Girls Can Play' campaign's communication tactics, several methods will be used to measure the campaign's impact on awareness, acceptance, and action objectives. For the awareness objective, the campaign's message exposure will be tracked to assess the number of people reached by the campaign. For example, we can track through keyword searches such as Girls Can Play, hashtag #GirlsCANPlay, FA Thai Women’s League, and etc. This can be measured through the total number of online mentions, website traffic, branded search volume, social media engagement, and media coverage. Additionally, an online brand awareness survey can be conducted to evaluate how well the campaign's message was received by the target audience.
For the acceptance objective, several methods will be employed to determine if the campaign succeeded in changing perceptions towards women playing football. Satisfaction surveys from events can provide insight into attendees' feelings about the campaign and whether they believe it was successful in promoting girls' participation in footballs. Feedback from former interviewees can also provide valuable insight into whether the campaign has impacted attitudes towards women playing football and our key messages of each tactic. Conducting surveys before and after the campaign can measure if they have developed a positive attitude for women to play football and for football as the top choice for sport.
Finally, to evaluate the action objective, the campaign's impact on actual participation in football must be assessed. The number of new football participants, particularly girls, can be tracked to see if the campaign has led to an increase in interest in the sport. Parents' registration for football courses for their children can also be measured. Additionally, the number of girls scouted for teams can be tracked to see if the campaign has helped to identify new talent. Audience participation in events, such as football matches, can also be measured to evaluate the success of the campaign in generating engagement and action.
Overall, by using a variety of methods to evaluate the impact of the 'Girls Can Play' campaign's communication tactics, the campaign's effectiveness in achieving its awareness, acceptance, and action objectives can be measured. This will provide valuable feedback on the campaign's success and identify areas for improvement in future iterations of the campaign
Evaluation of the Awareness Objective
Message Exposur
Total Online Mention
Website Traffi
Online brand awareness surve
Branded search volum
Social media engagemen
Media coverage
Evaluation of the Acceptance Objective
Satisfaction Surveys from Event
Feedback with our former-interviewee
Surveys on perception towards women playing football (pre and post campaign)
Evaluation of the Action Objective
Number of new football participant
More girls scouted to the tea
Audience participation in event
Parents’ children football course registrations
Our "Girls Can Play" campaign is just the beginning of a larger movement to promote gender equality and empower girls to participate fully in all aspects of life. We are confident that by working together, we can build a brighter future for girls, their families, and their communities, where everyone has the opportunity to reach their full potential.