OBJECTIVE

Football belongs to everyone. The FA’s Made for This Game campaign set out to reinforce that message, celebrating the diversity of women and girls in football while driving participation, sparking conversations, and inspiring confidence to get involved in the game. Whether playing, refereeing, or coaching, the campaign was a powerful call to action, ensuring no woman or girl felt excluded from the sport. The goal was more than visibility, it was about impacting the future of women’s football.

SOLUTION

The Made for This Game campaign wasn’t just about football, it was about confidence, belonging, and inspiring action. Disrupt created a social-first moment that resonated far beyond the pitch, showing women and girls that football was for them, no matter their background, experience, or role in the game. To make this message real, we gave influencers access to the Lionesses' commercial camp at St. George’s Park, immersing them in the energy of the women’s game. This exclusive experience fuelled authentic, high-impact content that resonated with their audiences. Through personal storytelling, high-energy moments, and a clear call to action, our creators made the campaign tangible. Every piece of content reinforced the message: football is for everyone, and every woman and girl has a place in the game.