Changing The Game

Havas Media Group

Client: BBC

2022 marked the hundredth birthday for the BBC, and our mission has been to help arrest the decline in viewership so it can be around for another hundred years more. 

For such a landmark year for Britain’s oldest broadcaster, what better way to commemorate it than by levelling the playing field between the men’s and women’s game? 

For the first time ever, there’s not only been parity between the men’s and women’s game in terms of media spend, but we’ve also succeeded in changing English football culture forever.  

Watched by 27.7m, within only 3.3m of matching the Men’s Euro’s 2020 Final, this campaign smashed every target set, including BBC brand metrics seeing their biggest shift in a decade post tournament.

But the campaign achieved so much more…   From perception of women’s football increasing, to intent to watch women’s football rising a staggering 78% among fans. Media rights values have increased, and brands involved at female grassroots football are increasing investment.

This is a campaign that has truly changed the game. 

Back of the net!