Where will the next generation of Lionesses come from? Our challenge was to launch a new girls-only football participation programme to show that SSE is giving young girls across the country more opportunities than ever to play the beautiful game, making a real difference in wider society.
We created SSE Girls United, a campaign that aims to make our ambition real and tangibly demonstrate how SSE are making a difference. Made up of nearly 100 local schoolgirls, the SSE Girls United team was a striking visual representation of the number of opportunities SSE are creating for young girls to play football. With England Lionesses Lucy Bronze and Karen Bardsley in leading roles, we staged a football match like no other: England Women vs SSE Girls United. We called it the Generation Game – a short film that would celebrate the camaraderie and togetherness in women’s football and inspire girls across the nation to get involved. As Lucy and Karen took their positions for kick-off, they quickly realised their opposition were like nothing they had ever faced. Lucy said that “lining up against that number of girls is one of the most incredible sights I’ve ever experienced, not only as an England player but throughout my career!"
The resulting film is an entertaining, light-hearted piece of content, and with SSE Girls United eventually winning 1-0, this meant it was popular with national and regional press and social media, generating over 160 pieces of national and regional PR coverage including the Daily Mail, BT Sport, Yahoo, Eurosport and Sport Magazine.
The statistics on SSE’s own channels were equally as impressive, racking up over 1,300 'likes' and over half a million views (with an impressive completion rate of over 50%) across Facebook and YouTube. Most importantly, we’re giving over 75 football clubs a grant to start their own girls’ football team, showing that SSE really is making a difference.