EUROPEAN HOCKEY FEDERATION
Driving behavioural change and encouraging signatories to the new EHF Gender Balance Charter
In its 50th year, the European Hockey Federation announced the launch of a new Gender Balance Charter. To engage with target audiences, the EHF wanted to implement a communications plan that would resonate with all 43 nations within the Federation and ensure that the Charter and its aims are adhered to.
Capitalising on the cultural shift on gender inequality, the launch of the Charter was supported by a content led campaign of the same name, #EquallyAmazing, to drive engagement and profile.
Over four months, we led the creation of #EquallyAmazing from conception through to launch, in partnership with Colin Morley Photography and Galvanised Media. In this time, we outlined a clear vision of what the key messages and tone of voice should be and created a series of photo and video assets featuring advocates from across the sport, from athletes, coaches and umpires through to board members who all share the passion and same values in promoting gender balance and driving change across the sport.
The launch of campaign was supported by UK and international media relations, alongside influencer engagement including support from the International Olympic Committee, BBC presenter Clare Balding, Women in Sport, Women’s Sport Trust and athletes from various sporting backgrounds.
What did they think?
"Promote have been integral in bringing the #EquallyAmazing campaign to life. From the start, Promote knew the importance of each audience within the hockey family and outlined a clear vision of what our key messages and tone of voice should be. The team have worked tirelessly over the last four months to take the campaign from conception through to launch and I am delighted we have created such a powerful campaign that will cut through and drive engagement."
Thomas Pedersen-Smith, Development & Education Manager, EHF