The brief.

In 2014 there was a problem in the UK; young women aged 14-17 weren't engaged in sport. Sport England wanted to find a way of challenging young women's perception of the relevance of sport in their lives and empowering them to want to make a change.

What was created.

As a result, BloominGirls was born; a lifestyle campaign presenting sport in their language with a free one-day festival where girls were given the opportunity to trial a mix of sports. Partnerships with Boohoo, Make Up Academy, Batiste & Babyliss rewarded them for taking part.

The results.

• 80% increase in participation.

• 1.3 million young girls engaged in the local area.

• 96% of girls who participated felt more positive about sport.