Alex Greenwood, Powerleague at BBC Breakfast

4media group were commissioned by Powerleague to promote their #LevelThePlayingField campaign via an integrated PR campaign consisting of video, research, broadcast pr and news generation elements. Powerleague, the original and premier provider of commercial small sided football in the UK, are running the campaign to encourage more women to get involved in football and give audiences the chance to win tickets to friendly matches ahead of the Women’s World Cup.  

Fronting the campaign was Lioness and Manchester United Captain, Alex Greenwood. Alex’s involvement follows a season to remember, captaining Manchester United to the Women’s Championship title to gain promotion to the Women’s Super League just 11 months after the team had been reformed. Now Greenwood is hoping to go one better than the England men’s team by reaching and winning the World Cup Final. But before Greenwood heads off with the rest of Phil Neville’s squad, she wants to make sure the whole of the Country gets behind the team. 

New research by Powerleague, conducted by our in-house research division Atomik Research, revealed that only 31% of women say they’ll be watching the Women’s World Cup. In fact, 79% of women have never played football. A further 88% have never played in a team compared to 48% of men. Surprisingly, more men than women will be following the Lionesses fortunes in France with only 18% of women backing the women’s game compared to 36% of men.  

Alex was joined in the studio by Jo Webber from Powerleague 

The campaign achieved phenomenal coverage and the broadcast day and press interviews were all conducted from Media City in Salford. Highlights of the coverage included BBC Breakfast, BBC News, BBC Newsround, BBC Radio 5Live, BBC Radio Manchester BBC Get Inspired, BBC Sportsday , MOTD Kickabout, YahooYahoo SportsYahoo EntertainmentYahoo USA,  The Daily Star online and in print, Stylist online, a range of regional BBC Stations and more! 

Integrated Campaign: Virginn Money London Marathon