Fri, 09 Oct 2020 09:45:02 GMT
Women in Football has announced a new phase of growth and restates its purpose with a new manifesto and brand. This comes in response to findings from its biggest-ever survey concluding that two thirds of women have experienced gender discrimination in the workplace.
The survey, done in collaboration with Sports Marketing Survey and sent out to over 4,000 members, has reinforced the understanding that progress is dependent on collaboration and has been the driving force behind the reinvigoration of the brand’s ambition and articulation.
Key findings from the survey show that whilst two thirds (66%) of women have experienced gender discrimination in the footballing workplace, only 12% of incidents were reported. Furthermore, when problems were reported, the survey indicates they were 'brushed under the carpet' with the mis-used term 'banter' the most common form of discrimination. Some 52% of respondents have experienced or witnessed this and a further 82% said they have faced obstacles in their football career.
The new brand created in partnership with Iris and supported through investment from Women in Football’s lead partner Barclays, who are committed to driving change in the nation’s favourite game, includes a manifesto and brand identity designed to galvanise and build the network. To push the industry forward and create positive change. The work demonstrates how Women in Football are making a mark, showcases who they are, whilst providing a clear call out to others to be part of the transformation plan. It articulates a cohesive identity and way of speaking that will reach all corners of the industry.
Lisa Parfitt, board member of Women in Football said: “Women in Football is already a reality, however, change on an institutional level is not happening as fast as the world demands it. Women in football is no longer a ‘nice to have’ - it is fundamental to the success of the industry – and it’s just good business.
"Football as an industry provides an abundance of opportunities for all career paths to benefit from the involvement of women – from finance to physio – but, as our survey shows, there’s still a lot of work to do to make the football industry truly diverse and gender inclusive.
"Whilst a new brand won’t do this job alone, it is vital we have a clear and consistent voice that helps communicate our organisation – our passion, integrity, thought leadership and most importantly how we drive change by working with our members and the industry as a collective.
"We can’t thank Iris and Barclays enough for their exceptional support. With a deep understanding and passion for what we do Iris have created a fresh, vibrant brand which will support our existing and new initiatives and supercharge our next phase of growth."
As part of this new phase of growth Women in Football is driving forward new initiatives and are in advanced plans to launch a Women in Football Youth Council, enhancing the opportunities for young women. They are also expanding existing initiatives, there will now be two recipients of the Vikki Orvice Memorial Directorship Scheme.view more - Creative
Brand development: Iris Worldwide
Photography: Lynne Cameron
Film creative & production: Copa90