Ringers has joined forces with Irish teenagers to help them send a message to sport on International day of the girl. The film was made for Sport Ireland to promote Her Moves. A communications and experiential platform created by Sport Ireland in collaboration with TITAN Experience and Ringers.
In the communications landscape, so many brands and campaigns focus on the problem. Choosing to dramatise the problem rather than ask the girls what the problems are with the intention of fixing them. Teenage girls voices are missing from the discussion and debate.
So this film, titled ‘It’s Complicated’, was written by the teenage girls themselves through a series of Her Moves workshops and aims to amplify their voices and spark discussion around the issues they say contribute to them dropping out of sport and movement. Their words were then brought to life by Ringers and produced by Motherland with Tara O’Callaghan directing.
Making girls aware of their options, giving them a voice and a choice, and celebrating moments of pride are all key principles of the Her Moves campaign.
Taking a system-wide approach means the campaign is not just targeting the girls themselves, but also the adults in their lives and those who are creating the sporting offerings for them.
Sport in Ireland, particularly women’s sport, is at an all-time high. However, Sport Ireland research shows around 30% fewer girls are involved in sports at secondary school level than in primary school. Her Moves aims to change this by supporting National Governing Bodies (NGBs) and Local Sports Partnerships (LSPs) when engaging with girls directly and adapting sporting opportunities to better suit their needs.
Kathleen Healey, Business Director and project lead in Ringers Creative said: “As an ex soccer player and current coach, I know teenage girls have a complicated relationship with sport. They love it at times. They hate it at times. Some thrive under pressure, some run a mile form it. They love encouraging coaches, they hate shouty, aggressive coaches. They love their team jerseys, they hate tight-fitting gear. It’s important the girls feel heard and that parents, teachers and coaches understand how they feel, that’s what this film aims to do. If we understand the problems, we can offer the solutions”
Her Moves has been building its community with physical experiences and year round social engagement and is excited to launch its campaign hub, which hosts information for girls, parents, coaches, and teachers. A key focus of Her Moves is normalising conversations around periods in sport, with period positive posters now available to clubs, schools, and other spaces for teenage girls. The posters offer tips on tracking periods, the menstrual cycle, and include a checklist to help clubs and schools create a periodfriendly environment.
Ciara Lucey, Director at TITAN Experience said “It’s been fantastic working with our client Sport Ireland, who have entrusted us to create a campaign to make real difference. Her Moves has been doing amazing things for the last 18 months. It all starts with listening to the girls and giving them sporting experiences that they want to keep showing up to. At its best, sport is about fun and friendship. We’ve had the privilege of being on the ground and seeing the girls engage with the events, programmes and our Her Moves ambassadors. We are an impact agency and this project really drives the whole team, knowing the difference it’s making”.
Join the conversation online @HerMoves.ie
Visit www.HerMoves.ie for essential resources for parents, teachers and coaches.