Canadian Women & Sport
Redefining Girls'Role
in the World
of Sports
A lil' bit about what was happening...
Canadian Women & Sport (CW&S) is the leading advocate for women and girls in sport. But as more brands, organizations, and athletes entered the conversation, their voice began blending into a crowded space of good intentions.
What we noticed the issue was...
Everyone is trying to fix women’s sport, yet 50% of Canadian girls are still dropping out by age 17. Effort to make change wasn’t the issue. Alignment on what the one problem to focus on was.
So, how were we going to solve this?
Unite the system around a single, undeniable priority: keeping girls in sport.
The people we needed to rally...
Coaches, organizations, brands, and advocates who are actively trying to support girls in sport. They feel a responsibility to fix the problem, and pressure to show progress, but are navigating a fragmented landscape of issues, opinions, and expectations. They’re doing what they believe is right, yet can’t shake the feeling that despite all the effort, girls are still leaving.
The sticky insight that got us thinking...
They’re building a system for girls, without building it with them. So it’s no surprise that girls are leaving.
How we were going to use it...
Turn girls’ voices into the most authoritative force in sport, so the system can no longer act without hearing them.
And the one thing we needed to say...
Keep us in the game.
⚽️ 🏀 🏈 ⚾️ 🎾 🏐
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Social-first videos put girls in the spotlight to share their experience.
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And a landing page let the audience go deeper on what they could do to build a better system so girls would keep playing.
Check it out here.
The role I played beyond the brief.
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Designed and led qualitative research to uncover the core audience challenge facing Canadian Women & Sport.
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Partnered closely with the newly appointed Marketing Director to bring them into the strategy and ensure alignment after we already had approval.
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Developed and presented materials to manage stakeholder expectations, and secure broader buy-in from staff and board members from the start of strategic development all the way to execution.