Research has found that there is still a high proportion of discrimination and prejudice against women in football – particularly online.
TGI Fridays is a brand that always finds a positive reason to celebrate – so, we looked at the issue of online prejudice through this lens. What if we could turn trolls into people willing to celebrate women's football? We found and invited male naysayers to compete in challenges against pro female footballers, promoting positive conversation and understanding between the two.
Each football challenge was made-for-social videos, showing the fun moment that the guys changed their opinion. The response on social media was pretty much 100% positive... which meant we had got the tone right.
The campaign received numerous PR awards and also the 2023 Women's Football Award for Grassroots Initiative of the Year.