Girls should quit caring about sports.
Girls quit sports at 2x the rate of boys.
Our solution: tell girls to quit caring. The follow-up campaign to our award-winning GoalKeepers project, “Care. Don’t Care.” was an empowering mantra that told girls to CARE about their goals and DON’T CARE about anything that gets in their way.
Care. Don’t Care. And #BeAGoalKeeper Case Study
“They told me I belong in the kitchen.”
— Casey Stoney, Manchester United Manager,
Ex-Olympian, England Captain
If girls are quitting sports at twice the rate of boys, we needed to find out why. We interviewed hundreds of girls around the world, and enlisted sport’s icons like Mia Hamm, Laurie Hernandez and Casey Stoney to create an inspiring social media campaign with these shocking stories. These athletes shared the reasons they may have wanted to quit sports in the past, and their resolve to simply quit caring what the haters may say.
We created a teaser campaign to seed the problem of girls quitting sports at twice the rate of boys, and asked real girls to share the harrowing reasons they wanted to quit sports.
After interviewing hundreds of girls, we took their real reasons they wanted to quit sports to create this :60 anthem introduce our mantra of Care. Don’t Care.
Powerful
male allies.
We used Manchester United, the most popular team in the world, to assemble a team of powerful male allies to further our movement.
Professional footballers hear a lot of shocking things. None more so than the fact that girls quit sports at twice the rate of boys. We used the Manchester United first team to share this shocking stat.
We shared several of the girls’ stories with the Manchester United first team, then surprised these girls with their very own personal pep-talks.