Women don’t play women’s passes and they don’t score women’s goals. Women play football. #NotWomensFootball.
This is the surprisingly provocative campaign idea that I came up with for Volkswagen, the official mobility partner of the UEFA EURO 2022 in cooperation with the German Football Association (DFB).
The aim was to kick off the tournament with a bang. And more importantly: to intensify the discussion around and ultimately advance gender equality. Not just in football.
The hashtag was seen for the first time on the LED boards at the opening match between England and Austria. The german broadcaster ARD even very spontaneously jumped on board in support and (illegally) deleted the “women’s” part from the official event logo.
DFB captain Alexandra Popp had this to say:
“The hashtag will generate a lot of conversation. It is an important step towards recognizing the great performances produced by all female footballers, whether they play at an amateur or professional level.”
More content will be published on the Volkswagen wedrivefootball Hub as the tournament progresses, including up-to-date football stories related to equal opportunities and stories from the venues to keep the topic at the forefront of media attention.
