Playing team sports improves young people’s mental health and gives them a better chance at success in the future, but so many young women in Ireland give up before the age of 13.
Lidl’s sponsorship of the LGFA was the first of its kind, and I worked on many of the comms around making the connection of why women’s sport needed ‘Serious Support’. These are some of my favourite pieces as they go right back to the heart of the issue; a cultural belief that women’s sport is less worthy than mens. These short documentary-style pieces capture the truthful sentiments of young Irish women and how team sport is helping to shape who they are, and what they miss out on if we don’t encourage our young women to stay in sport. We undertook a huge national research project the results of which are showcased in the content pieces and in the infographic below. This project was widely publicised and featured on the RTE news, thankfully the dial has shifted for women’s sport a lot since then.