England women’s football team launch ‘Unleash Fierce’ campaign

By Christian Radnedge

The England women’s football team has joined forces with advertising agency Matta to help increase awareness and participation in the game with their new campaign ‘Unleash Fierce’.

The campaign was launched as the squad for the Lionesses team for the UEFA Women’s European Championships 2017 was announced on Monday.

The FA plans to double the number of women and girls playing football by 2020, and see the Euros as an unmissable opportunity to create role models within the Lionesses to inspire the entire nation of Great Britain, challenge public perceptions regarding the suitability of football for girls, and to attract and retain girls aged 7-15 to playing the sport.

Sissel Gynnild Hartley, The FA’s Senior Brand Strategy Manager explained: “The UNLEASH FIERCE campaign aims to represent the confidence, drive and determination of the Lionesses. The players are brilliant role models, and with this campaign we hope to inspire more girls to get involved in the game, whether it’s as a player or a fan.”

Matta’s Executive Creative Director, Matt Campbell expanded on the idea behind the campaign. “In the wild, Lionesses are endowed with many powerful attributes that in combination equate to fierceness. The campaign implies it is playing football for England that unleashes the spirit of their lioness within.”

Euro 2017 will run from July 16 to August 9 in the Netherlands, with 16 teams competing. England begin their campaign against Scotland on July 19 in Utrecht.

{jcomments on}