STRIKE A DIFFERENT TONE

A program and campaign to combat gender stereotypes on and off the field.

Campaign info

The Campaign

It's time to... Strike a Different Tone!

Through this campaign, we wanted to demonstrate how prejudices and stereotypes against women/young girls who play soccer are still present in our society in 2023 and play a key role in this difficulty in adhering to and retaining young girls in mixed soccer activities. In order to demonstrate the presence of these stereotypes, we surveyed our players in the summer of 2023 in the adult friendly league and the conclusion of this survey was striking.

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Most male players feel that women's soccer is much less athletic, technical, interesting, and spectacular than men's soccer.

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Some cited the historical aspect and the habit of seeing men play to justify this lack of interest in women's soccer. Some of these players, who are members of our mixed league, believe that soccer is not a sport for women... Fortunately, positive and promising feedback has also been heard, but it is still far too few.

Parlons-en!

We therefore felt it was essential to start a conversation with people of all ages to challenge gender stereotypes, both in society at large and in soccer in particular.

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To do this, we will harness the power of communication and social media, because we are convinced that every word counts and leaves a lasting impression on us and in the hearts of our younger generations.

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So we want to encourage everyone to reflect on these issues and finally start to STRIKE THE TONE! This discussion will be built around the campaign, titled STRIKING THE TONE, which began in January 2024.

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This campaign supports, in terms of communication and visibility, our NO GIRLS LEFT OUT program, which will continue to be offered within our target communities.

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Main Goal

The main goal of this important communication is to raise awareness among men and women, young and old alike, sportspeople or non-sportspeople, about the issues of gender stereotypes in sport and more particularly in soccer.

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This communication will be built around sports jerseys carrying strong messages aimed at stimulating reflection on this issue. These outfits will be worn by all our arbitration, animation and mediation teams and will be put on sale to the public. The profits from these sales will be used for the development of the NO GIRLS OFF GAME program.

Jersey Change the tone

SOCCER JERSEY — F/M — WITH MESSAGES/SYMBOLS

  1. Symbol number 8: represents March 8, the international women's rights day
  2. The following message on the sleeves: This shirt was created on the belief that dreams and passions have no gender/Believe in them, believe in you Labels are for clothing, not for players
  3. And on the back of the jersey is the message: WE BELIEVE IN, 1 SPORT, 1 PASSION, 1 WORLD
  4. Purple color: color symbolic of gender equality, among other things, by the mixture of blue generally associated with boys and pink with girls
  5. Bilingualism: use of French and English in the spirit of inclusiveness of the campaign
  6. Correction/breaking stereotypes from our survey:
    Less passion, Moins technique, Impossible, Play like a girl
  7. Positive and motivating messages for female players: transcend the white lines, push forward, break the mold, creating hope, courageous transcend the white lines, push forward, break the mold, creating hope, courageuse

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PULL Change the tone

F/H LONG SLEEVE SWEATER — WITH MESSAGES/SYMBOLS

  1. Symbol number 8: represents March 8, the international women's rights day
  2. The following message on the channel:
    This shirt was created on the belief that dreams and passions have no gender
    Believe in Them, Believe in You
  3. And inside the jersey is the message: WE BELIEVE IN, 1 SPORT, 1 PASSION, 1 WORLD
  4. Purple color: color symbolic of gender equality, among other things, by the mixture of blue generally associated with boys and pink with girls
  5. Bilingualism: use of French and English in the spirit of inclusiveness of the campaign
  6. Correction/breaking stereotypes from our survey:
    Girls shouldn't play soccer. I'll play if I want to. My way.
  7. The young woman's response to the comment made above “Girls Shouldn't Play Soccer” : she goes to play and aims higher!

Visitez la boutique

Tenues porteuses de messages symboliques et forts visant à susciter la réflexion sur l'enjeu des stéréotypes de genre en soccer.

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