To mark their 10 year anniversary in 2024, we partnered with East London Ladies FC to champion the team and the contributions/impact founder Viv Jeffers has made to grassroots football over the last decade.

The objectives were:

1. To raise awareness/profile of East London Ladies FC and the various offerings they have for girls and women in their community.

2. Raise the profile on Viv Jeffers and her impact, in order to inspire more women to consider the various pathways into football.

3. Encourage discussions around the aspiration gap within football for young girls who will become the next generation of athletes.

Our Insight:

Since 2022 there has been a significant increase in interest for women’s football - with Sport England reporting that 10,300 more women and girls playing football in grassroots clubs.

East London Ladies is one team that has been at the forefront of this wave, receiving thousands of applicants per year, more than fully staffed teams can handle let alone one woman.

Our Big Idea:

“...you can’t be, what you can’t see…”

A philosophy used by Viv Jeffers that addresses the aspiration gap between women and girls wanting to play football in East London. 

This campaign will showcase how this philosophy has enabled Viv to not only create a safe haven for women and girls; but also how she’s creating the next generation of athletes in her community. The theme of this campaign touched on aspiration, inspiration and legacy.

We took on a two-pronged approach:

(1) A 10 minute documentary titled ‘The New Gaffer’ in which Viv shares her story, where she details her journey as a player, transitioning into coaching and the legacy she has been building in her community, which has enriched hundreds of girls and women in London.

(2) ‘The Motto’ a photoseries that celebrates the diverse network of players she’s trained, played and developed. Alongside predictions and stories of some of the team's longest standing members - to find out what this motto individually means to them.

To further amplify East London Ladies FC and their legacy, the campaign picked up coverage in Soccerx, Beyond The Pitch, Since71 and Inside World Football. With the documentary release receiving support from COPA90.

Distributed across Instagram, X, Youtube. The campaign amassed the following total results:

Instagram and X:

Video Plays: 19,447 | Accounts Reached: 31,631 | Impressions: 34,224 | Watch times: 20 hours 45 minutes 35 seconds

Youtube:

Views: 135 | Watch time (Hours): 5.9 | Average View Duration: 2:36 | Average View Percentage: 26.20%

MOLO Credits

Photographer - Jade Keshia Gordon

Director/Editor - Martha Omasoro

DOP - Charlie Firth

Colourist - Emmanuel Benjamin

East London Ladies FC

Viv Jeffers

Elena Bodnarescu

Roda Abiib

Mona Xue

Nic Makomva

Rebecca Sjögerud

Jess D

Special Thanks

@gungho for gifting @newbalancefootball boots for the talent

@copa90 for supporting the release

@richlondon____ for Viv Jeffers styling, including @truereligion + @cernucci