It’s a day to celebrate girls in sport right across Scotland – Active Girls Day!
Today, Friday 5 October, sportscotland – the national agency for sport – is celebrating the amazing work going into girls’ sport, the progress around girls’ participation, and the incredible role models making it happen.
Are you the next Laura Muir, Kirsty Gilmour or Katie Archibald? Activities are happening across Scotland, and your club, school or hub can get involved by planning an activity or event.
At Brand Oath, on this theme, we have enjoyed an enduring relationship with Scottish Women in Sport (SWIS) and our joint work to encourage more women and girls into being active.
A year ago, we were proud to create the campaign for Scottish Women in Sport’s (SWIS) new project called ‘Girls Do Sport’, in association with the University of West of Scotland.
‘Girls Do Tennis’ was the first of 10 programmes to be released, as part of #GirlsDoSport with the other featured sports: yachting, roller derby, basketball, boxing, athletics, gymnastics, squash and hockey.
Our branding helped generate increased participation and engagement, building on SWIS’s vision for a country where females of all ages, abilities, ethnicities and walks of life are participating in sport or physical activity.
Maggie Still, CEO at Scottish Squash, said: “SWIS’s Girls Do Sport provided a project through which Scottish Squash could drive greater participation for women and girls in squash.
“The SWIS visuals in film, posters, banners and social media were adapted for Girls Do Squash. They pulled everyone together, players, clubs and coaches into one positive campaign, which is helping women and girls to realise that sport in general and squash specifically is for them.
“The bright, female oriented, inviting images say to women and girls ‘come and try this sport’ – it is fun, healthy and fitness promoting, it is for you… and you are welcome! Through the campaign, we have had greater engagement from women and girls in squash.”
In tandem with the ‘Girls Do Sport’ project, we have also worked with SWIS on their own rebrand to more effectively highlight their identity.
“Brand Oath’s depth of understanding of our target market has resulted in a brand that speaks to the customer before I get a chance to,” added Maureen McGonigle, founder of SWIS. “But they offered us so much more than a re-brand, it re-energised us, focussed us and delivered a product that will enable us to go forward with supreme confidence.”
Julie Shaw-Binns, Founder and Director at Brand Oath, said: “We are proud to support SWIS as part of our CSR programme. As a result of our insightful new branding, they are now able to visually and verbally drive the agenda of equity for females across the sporting landscape.
“There have been many inspiring success stories this year, including Team Scotland’s total of 93 women at Gold Coast, the biggest female contingent to travel to an away Games and who can forget Shelley Kerr’s huddle when the Scottish Women’s National Football Team qualified for the World Cup Final. We can’t wait to see who are crowned the winners in SWIS’s annual awards ceremony on 9 November.”
You can help raise the profile of girls’ sport on social media today, just tweet using @sportscotland and #ActiveGirls #WomenandGirlsinSportWeek, or post on Instagram tagging @sportscotland_ And don’t forget to tag @ScotWomenSport too!