Bloomsbury Football x IWD24’ ⸻ “A Seat At The Table”
For IWD, this year we decided to explore inclusivity and representation in football; in particular the need for more female coaches.
We partnered with Bloomsbury Football to bring to life ‘A Seat At The Table’ a series that recognises and celebrates the female coaches within their community.
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To create a campaign spotlighting Bloomsbury Football’s community and the female coaches within their network on International Women’s Day, March 8, 2024. The aim of the campaign was to address the lack of women in coaching, inspire more girls and women to get on the pitch, and respond to Chelsea manager Emma Hayes' remarks about the shortage of female coaches made in February 2024.
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Our Insight:
In early February 2024, Chelsea manager Emma Hayes described the lack of women in coaching as "a massive issue," emphasizing the need for significant efforts to address it. As of January 2024, only one-third of the coaches in the Women’s Super League are women. Although the number of women involved in the game is increasing, significant barriers still prevent them from coaching at every level. Football remains, in many ways, a boys' club, where few women are offered a seat at the table.
Our Big Idea:
The theme for International Women’s Day 2024 was "Inspire Inclusion," so we created a campaign that visually brings this theme to life.
‘A Seat at the Table’ is a campaign that celebrates the women coaching Bloomsbury Football players and draws attention to the barriers that prevent more female coaches from getting on the pitch. The campaign focuses on three coaches in the Bloomsbury Football community: Beth, Sasha and Morgan. Each coach came to the game for different reasons, and they represent the diversity that exists within the game. Through a series of portraits, group shots and a video featuring interviews with the coaches, ‘A Seat at the Table’ is a visual celebration of the importance and power of women in coaching.
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To further amplify Bloomsbury Football and their impact, the campaign was picked up in the press and was distributed to the most relevant influencers and fan pages within the MOLO network, enabling the football community to rally behind this message and generate impressive organic reach.
The campaign exceeded the expectations of the Bloomsbury Football community and with the campaign premiering on Stylist for International Women’s day, it allowed the charity to surpass their targets by gaining media coverage beyond the sports industry.
Distributed across Instagram, LinkedIn, TikTok and Twitter, these were the totalled results: 22.3k reach, 22.8k video plays, 29.3k impressions and 19h hr 56 mins of watch time via Organic & Earned Media.
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Photographer - Jade Keshia Gordon
Creative Director - Martha Omasoro
Video/Edit - Charlie Firth
ACD/Copy - Eboni Lamine
Assistant Videographer - Miriam Omasoro
Assistant Photographer - Eva Katherine
Bloomsbury Football
Marketing Manager - Isabella Chauzy
Coach 1 - Beth Freeman
Coach 2 - Morgan Briggs
Coach 3 - Sasha Lewin
Check out the live campaign assets on our Instagram.
As seen on
“It was great working with Jade and Martha to develop our campaign 'A Seat at the Table'. They were both fully engaged in the creative process and took the time to really understand Bloomsbury Football's brand, mission and what we wanted to achieve with this campaign.
Both were great at communicating throughout the project, and proactive in responding to and building around feedback. The final creative output was better than we ever could have imagined - Jade worked with our coaches to make them feel comfortable and the resulting shots really reflect who they are as individuals. The overall creative is so effective. Thank you!”
⸻ Bloomsbury Football
Predictions from the fans
