Disney UK and The Football Association have launched a multi-platform campaign in support of FA Girls’ Football Week.
The move is part of a three year partnership to increase the role of football in girls’ lives up and down the country.
FA Girls’ Football Week runs from April 23 to 29 and aims to encourage girls of all experiences and abilities to take part in football, get active and raise the profile of the female game.
Disney and The FA’s objective for this year’s event is to exceed 2017’s participation figures of 60,000 girls taking part in over 1,400 sessions delivered in schools, universities, colleges, clubs, community groups and other organisations across the country.
This year’s FA Girls’ Football Week will be supported by a multi-platform marketing campaign including a 30” film, made by Disney’s in-house creative team, which features three young female players from Coalville Town Football Club playing football interspersed with clips from three well-loved female characters: Moana, Tangled and Zootropolis.
The film will play in cinemas, across kids’ TV channels, prime time terrestrial TV and on Disney’s owned platforms from Monday, March 19. The campaign aims to reach 5.7 million parents and kids in the UK.
The film assets are also at the heart of a bespoke social campaign, targeting mums and dads, which will feature on Disney’s Facebook, YouTube and Instagram channels.
During the week, each FA Girls’ Football Week session will give girls an introduction to the fundamentals of football, build key social skills and offer fun team-building excercises for girls aged five to 11.
As well as getting the chance to play, girls hat sign up to take will be provided with an official FA and Disney participation certificate and a 20 per cent discount voucher to use in Disney Stores.
Anna Hill, chief marketing officer, Disney UK and Ireland, said: “This campaign highlights how by using Disney’s storytelling and characters, we can help The FA attract new audiences to FA Girls’ Football Week and showcase that there are opportunities for girls of all ages and experience to take part; from those who have never kicked a ball before, to those who play regularly.
“This is another great example of Disney’s healthy living commitment in action, where we use Disney’s characters and IP to encourage families and children to be more active together and at the same time empowering girls and building their self-confidence.”
Marzena Bogdanowicz, The FA’s head of commercial and marketing for women’s football, added: “We are delighted to see our partnership with Disney continue to gather momentum, FA Girls’ Football Week is already the biggest celebration of female football, but this year working in collaboration with Disney will ensure it is bigger than ever.
“Both The FA and Disney share a vision to inspire a generation of girls and their families to be active and develop a life-long interest in football and we are sure that by working together we will help showcase female football and inspire even more new players and organisers.”