Making a decision today to get to your desired tomorrow.

Women’s football in many countries lack of a solid structure that allow girls from the base to make it to the top. Missed opportunities for talent, equality and role models.

This is why is so important developing a club, tournament or competition thinking from the base. Caring about the opportunities that the future can bring to the next generations for the good of football.

That’s what UEFA does and that’s what #WePlayStrong is all about, increasing participation among girls by changing perceptions about women’s football.

Nadine Kessler, UEFA’s Head of Women’s Football, in a recent interview, appeals to the benefits that football can bring for girls as women empowerment, gender equality promotion and stereotypes challenge. She explained that “football helped me to become the woman I am today. It enabled me to develop an inner strength, and with that, a determination that would help me overcome any setbacks that life would throw at me.”

From my perspective, UEFA perfectly understands how this initiative must be ‘sold’, talking about the benefits it brings for the next generation.

It would be easy to have a vision based on a strong European women’s football with all the girls having the possibility to play. And, consequently, building the message from the idea that UEFA wants to create a powerful network of national competitions that lead global women’s football.

Do girls care about that? I don’t think so.

What do they care about? In my opinion, personal and sports growth, self-confidence, feeling comfortable, being valued, respect and opportunities. Designing their campaign from the impact and benefit they want to bring to the targeted audience is more than smart.

How do you conceive and, especially, sell your vision?

Read the full interview here.

Photo credit: UEFA

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