A campaign to keep girls in sports
Gatorade found out that girls drop out sports at almost twice the rate of boys by age 14. And by age 17, more than half of the girls will have quit sports altogether.
For girls, fear can be so overwhelming, that they would rather quit than fail.
Over 80% of women agree that if they felt failing was okay during puberty, they would keep doing the things they loved, take on more challenges and grow in confidence. We want to show girl athletes that failing, or even the fear of failing, shouldn’t be a reason to quit sports.
Quit Fear. Not Sports.
Open with two teams on a volleyball court playing an important match.
One of the players, Julia, gets in position to serve. She takes a deep breathe while everybody around her looks expectant.
Once she starts the serve her hand raises in slow motion. The ball floats in the air.
We can see her face and we zoom into her eyes.
Cut to the same volleyball court. She serves, but it doesn’t clear the net.
Her mom passes out.
Her coach throws the clipboard and calls her out of the game.
Her teammates shake their heads looking disappointed.
Out of despair, she throws her jersey in the nearest trash can.
There is a gasp around town.
The townspeople banished her.
She buys an airplane ticket.
Moves to a remote Island.
And while taking a walk on the beach, she finds a message in a glass bottle that reads: You suck.
Cut to the volleyball court again. She misses the serve. She looks terrified.
She glimpse at her mom and her mom smiles while clapping.
She looks at her coach, and he gives her a supportive nod.
She looks at her team, and all of them give her an encouraging look.
One of her teammates shouts.
TEAMMATE: All good, Jules. Let’s go.
We see her attempting the serve again.
Girls who conquer fear, can conquer anything.
Quit fear. Not sports.
Open on a soccer field, a player is about to make a penalty kick. She takes a deep breath. The coach and the crowd are in suspense.
She runs for the ball, and kicks it. The frame goes in slow motion. We can see her face and we zoom into her eyes.
Cut to the soccer field. She misses the goal, by a lot. Her team loses.
Her dad covers the shirt he's wearing with a picture of her and slowly walks away from the crowd.
Her Grandma starts praying intensely.
Her teammates and coach are all crying inconsolably on the field.
Furiously, she goes into a corner and lights her jersey on fire.
Out of nowhere, a helicopter shows up
A news reporter drops from the sky.
She gets interviewed.
The news ticker says “The biggest miss of all time.”
She looks terrified.
She gets turned into a bunch of memes.
A teacher creates a new course on how not to be her
And now, they are printing her face in the dictionaries under the world FAIL.
Cut to the real game. She kicks the ball, but the goalie catches it in midair.
She looks around, dad and grandma are cheering for her louder than anyone else.
Her teammates are chanting her name and her coach is clapping and screaming.
COACH: We can do this, girls. Come on!
She breathes and comes back to formation while clapping. She turns to her teammate and says
MAIN GIRL: I’ll get it next time.
Girls who conquer fear, can conquer anything.
Quit fear, not sports.
When Fear Fades, Confidence Remains
Practice is the best way to shut down fears and achieve confidence.
Gatorade wants to show this with special edition athletic balls for girls. They will have phrases written on them; where specific words will be printed in semi-permanent ink and will fade away the more you practice. The phrase will turn into an empowering motivational statement to keep girls playing.
The balls will be distributed as giveaways in girls sports camps, high school teams, and important school championships. They also will be available to purchase online.
You’ll Never Make The Bigs.
You Can’t Run This Court.
Girls Don’t Play to Win.
Coach Academy for Moms
Coaches jobs are usually taken by dads, but moms are capable of doing it, too. Besides, it’s shown that female coaches become essential role models for teenage girls.
We’ll create a coaching academy for moms that want to get involved in their children sports team. We’ll give them all the resources they need to do the job, like general information about the sport; training tactics from professional coaches and best practices for school teams, among others things.
Our first demographic will be moms, but who said any interested female couldn't join the effort?
SOCIAL MEDIA KICK OFF
We all have moments when things don’t go our way, and pro athletes are not the exception.
Gatorade wants to show girls that awkward moments shouldn’t be a reason to quit. So, we’ll ask famous athletes to tweet those moments using #QuitFearNotSports and encourage people to share their own.
To make the content shareable outside of Twitter, we’ll create animated short videos similar to Viceland, where the real interviews and the illustrations mix.
AD: Stephanie Sczublewski CW: Alejandra Vidal