#14
Purpose. Mission. Commitment. Empathy. How can I bring more value to more people? How can I improve the lives of those who listen to me? These are values and questions leading to initiatives that connect and make change in those people who share the same vision.
This is UEFA’s case, whose leaders wonder how they can make a positive impact on girls’ lives in Europe through the practice of football. To become real, a great question must come with a specific goal. In this example, pushing football to be the most practiced sport among girls and women in Europe by 2022. The results of the recent report The Psychological and Emotional Benefits of Playing Football on Girls and Women in Europe, conducted with more than 4,000 girls, support football as an empowering tool for boosting self-confidence, self-reassurance and personal development.
Can this seem opportunistic considering that women’s football in Europe needs to grow in number of practitioners in order to be profitable? Yes. However, along with #WePlayStrong, there are endless initiatives organized by UEFA, its foundation and ambassadors like Vero Boquete that drive these campaigns to significant impacts on their audience. For instance, the increase of 6% in registered female players from 2015-16 to 2016-17, an increase of more than 1.27 million.
So, let’s evolve questions like “how can we sell more?” or “how can I attract new customers?” into:
- How can we make a difference in our fans’ lives?
- How can we bring more value when we think we are already successful?
Start by visualizing the change you want to make and the rest will follow.