We’re excited this week to reveal a new campaign for British Gas, which has seen the energy provider partner with WSL Football to launch The Things’ Football Adventures, a new illustrated children’s book series celebrating the women’s game. The debut title, Matchday Mix-Up!, is available now and features a foreword from Euro 2022-winning Lioness Jill Scott, who also narrates the accompanying animated digital experience.
Our research found that while 97% of adults believe it’s important for children to grow up seeing visible female role models, over a third (34%) feel there simply aren’t enough of them in public life today.
That gap runs right through children’s literature, TV and film too. Six in ten (60%) of people don’t think enough children’s books, TV shows and films show girls aspiring to be successful, passionate and ambitious, rising to two thirds (66%) among women.
So British Gas is putting that into action. With the new season underway,The Things’ Football Adventures will encourage families to discover women’s football for themselves, with each book featuring an innovative ‘flip it over’ format: two front covers, one per team, meeting in the middle.
The debut title, Match Day Mix-Up!, follows the Thing family at a Manchester United v Brighton and Hove Albion match, with more football adventures still to come.
Our announcement has secured some great coverage, from lifestyle titles like Verge to the WSL themselves. Jill also appeared on Sky News, Jeremy Vine and Sky Sports News discussing the initiative.
We also supported the launch with further attention-grabbing research identifying who the nation saw as their top role models. With Dame Jessica Ennis-Hill taking top spot, the poll added another extra layer of intrigue for media, securing coverage for British Gas in national titles such as the Mail Online and The Mirror.
