Inspiring girls to become Unstoppable

The Work

One year on from a successful UEFA WOMEN’S EURO sponsorship, the LEGO Group was looking for a way to further inspire girls’ confidence to play their own way.  So we created Unstoppable FC – uniting  football’s shining stars to empower young girls nationwide.

Research conducted with parents of girls revealed resilience and determination as key traits of today’s most inspiring women, with two-thirds expressing a wish they’d learned these skills in their youth. Through partnerships with WSL clubs we organised workshops for 8-11-year-old girls. Dubbed ‘Buildbackability’, these sessions were a unique blend of football drills and LEGO challenges, offering a hands-on play experience with celebrated athletes for hundreds of girls. 

Many thousands more were reached through inspiring content featuring  players’ personal stories of  resilience and self-belief along with guidance for parents in supporting their daughters in building creative confidence, inspired by their football idols.

The impact

With a huge reach across earned, owned and paid channels and significant uplifts in brand perception amongst core audience, this campaign was a celebration of the transformative power of play in challenging gender norms and fostering essential life skills.