Gorkana Insight & Analysis Team
Standard Chartered briefs Threepipe to launch #ThisGirlsGoal campaign
Standard Chartered has appointed Threepipe to support its global community investment initiative, Goal, which aims to empower adolescent girls to be economic leaders in their families, communities and societies.
Threepipe will use Standard Chartered’s sponsorship of the Liverpool Ladies Football Club through the launch of #ThisGirlsGoal, a new social media advocacy campaign associated with the Goal programme.
Delivered in partnership with Liverpool Ladies Football Club, the campaign will invite women globally to share positive statements about the barriers or gender perceptions that they aim to personally smash to @GoalGirlsGlobal, using #ThisGirlsGoal.
Threepipe will create a content led approach to the campaign, which includes a video featuring Liverpool women stars using their football skills to challenge oppressive statements that have overshadowed the perception of their sport.
Distributed across earned, and owned media channels, a series of media interviews involving key Liverpool Ladies Football Club players will also be coordinated to help launch the video and further discuss the Goal programme.
Jim Hawker, co-founder of Threepipe, said: “It’s great to be working with Standard Chartered on such a wonderful initiative as their Goal programme. Women’s football is fast growing in stature and Standard Chartered and Goal’s partnership with Liverpool Ladies FC offers the perfect platform through which to drive engagement in the Goal programme and to bring positive change to young women.”