Her Moves: Amplifying Teen Girls’ Voices in Sport | Clapboard

It's Complicated

Description

In 2024, Her Moves launched the emotionally resonant film campaign "It's Complicated" in Ireland, created by Ringers in collaboration with Sport Ireland and TITAN Experience. This film serves as a bold communication and experiential platform designed to amplify the authentic voices of teenage girls regarding their experiences with sport and physical activity. Unlike many campaigns that dramatize problems without consulting the affected audience, "It's Complicated" emerges directly from workshops where teenage girls articulated what they love about sport, the obstacles they face, and the changes they wish to see. This peer-written narrative candidly addresses the complex reasons behind their disengagement from sport, giving a platform to voices often missing from mainstream discussions. Directed by Tara O’Callaghan and produced by Motherland, the film creatively brings these insights to life, fostering empathy and understanding among audiences. The campaign strategy adopts a system-wide approach, targeting not only the teenage girls themselves but also the adults in their lives and the architects of sporting programs, with the aim of igniting a broader cultural shift. Central to Her Moves is empowering girls to recognize their options, assert their voices, and celebrate moments of pride in movement, ultimately encouraging sustained participation in sport. The campaign aligns with International Day of the Girl, signaling a commitment to gender equity in sports culture. Through evocative storytelling and inclusive dialogue, "It's Complicated" invites viewers to listen, reflect, and join the movement for movement, reinforcing the promise of sport as a source of joy, connection, and personal growth. To explore the evolving conversation and witness the campaign’s impact, audiences are encouraged to watch the film and engage with HerMoves.ie, embracing the rallying call to #FindSomethingThatMovesYou.

Credits

Client

Her Moves

Agency

Ringers

Executive Creative Director

Bobby Byrne

Creative Team

Edel Quinn, Ava Power and Rachel Furlong

Business Director

Kathleen Healey

Producer

Molly Kiely, Margaret Levingston, Steven Courtney and Keeva Bolger

Strategic Planner

Sarah Hughes & Jenny Murphy

Production House

Motherland

Director

Tara O’Callaghan

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Campaign Proposition

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Creative Device

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