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Rick Nystrand *Megan Brenneman * Jon Yasko *Caitlin Sullivan

Qatar Youth Qatar Parents

Girls 6-17 years old Parents of girls 6-17 years old

Problems and Opportunities

Problems

• Lack of knowledge about girls

football

• Lack of support to play sports

• Lack of girls football programs

• Lack of information and interest

in women’s football

• Gender Bias

• Religious beliefs

• Strong focus towards solely

academic success

Opportunities

• Creating programs within

schools

• Promoting activity through

school camps

• Changing the image of football

to include women

• Showing the correlation between

being active and a better

education for their children

• Breaking gender barriers



Advertising Goals

• Create Awareness

• Increase Participation

• Support football as an option for

their daughters

• Encourage their daughters to

participate in sports

• Show parents the benefits of

being active in relation to

education

Response

• Girls will want to play football • Parents will encourage their

daughters to be active

• Parents will support their

daughters desire to play football



How to Achieve Desired Response

• Training programs

• After-school camps/clubs

• Using Women’s National

Football Team

• Traditional Media

• Support football as an option for

their daughters

• Encourage their daughters to

participate in sports

• Show parents the benefits of

being active in relation to

education

Positioning

• Fun

• Desirable

• All-inclusive

• Increases academic success



Message

• Girls Kick It In Qatar • Active Body, Active Mind

Execution


• Opportunities to play with

Women’s National Football Team

• Creating acceptance through

exposure to women’s football

• Creating desire to play football

through speeches from other

women football players


• Promotional prices for their

children’s camps

• Proof of activity increases

academic success in

advertisements

• Creating acceptance through

exposure and benefits of playing

football

• Target market

• Objective

• Positioning

• Message

• Tone & Execution

Youth girls ages 6-17

125,623 girls ages 0-14 in Qatar

74,881 girls ages 15-24 in Qatar

Attend school from ages 3-18

Active in social media websites

Parents of girls ages 6-17

Youth Dependency ratio is 16%

Patriarchal family systems

Strong focus on children’s

academics

Hold gender biases towards

females and what is acceptable

for them

Decision makers for children

• Target parents (deciders) and girls (users) separately

– more focus will be on the decision makers (parents)

• Increase awareness of women’s football in Qatar

• Increase participation in football

• Football CAN also include females in

Qatar

• Football is the desired sport for youth

women in Qatar

• Football will increase academic success

• Girls Kick It In Qatar

– Girls can play football

– Football is fun

• Active Body, Active Mind

– Activity stimulates academic success

– Case Study: “The Relationship between Physical Activity, Weight, and Academic Achievement” -Krombholz, 2013

Youth Girls

• Traditonal Media

– Use television, radio, and transit to gain exposure and to change their attitudes towards women’s football

• Non-traditional Media

– Use social media to call consumers to action

• Promotions for camps

– Use the promotional prices for camps alongside the opportunity to play with the Women’s National Football Team

Parents


– Use television, radio, transit, and billboards to create awareness and persuade parents to accept football

• Non-traditional Media

– Use internet to expose parents to women’s football and sign their children up for camps

• Brochures

– To inform parents about the benefits of football to their child’s academics

• Street Advertising

– Close to schools and malls

• Stadium Advertising

• TV commercials & Radio Announcements

– Sports channels & music videos

• Brochures & Fliers (Print Advertising)

– Schools, malls, public restrooms

• Social Media- Facebook & Twitter

• Billboards & Street Advertising

– High traffic areas

• Stadium Advertising

• Brochures & Fliers (Print Advertising)

– Markets, malls, businesses

• Internet

– News and sports websites

• TV commercials & Radio Announcements

• Newspapers

• Billboard/Street Advertising example:

– A girl back to back holding a soccer ball on

one side and her books on the other along

with the slogan “Active Body. Active Mind.”

-Encourage athletic

participation

-Sign students up for after

school camps

-Attend local football games

and discuss the benefits

with your children

-Set designated times for

your children to participate

in athletic activity

-For more information visit

www.ActiveBodyActiveMInd.

org

Improving your child ’s

academic success: The

relationship between

being active

and improved

academic

-Positive association

between academic performance and physical

activity (Trudeau, et al.,

2008).

-The rate of academic

learning per unit of class

time is enhanced in physically active students

(Shephard, 1997).

-Overweight children

showed lower

performance on gross

motor skil ls, manual dexterity, and intelligence

compared to healthy

Street Advertising will grab girls

attention while walking to school or

riding in the car with their parents

Girls in Qatar use social media

such as Facebook and Twitter

which could be used to inform and

reach girls

Brochures at school for after

school programs or also summer

camps for football could help build

interest for girls

Advertising in the malls, restrooms,

or local business could help girls

see the advertisements during their

everyday activities

20%

40%

30%

10%

6-17 Qatar Girls Advertising

Street Advertising

Social Media Pages

Brochures at School

Community/Business Advertising

Billboards/Street advertising will

reach parents on their way to

work

TV/Newspaper advertising will

attract parents and can be a

cheap but effective way to get

the message out

Internet advertising can be

advertised all over different

websites such as news

sites, sports sites, and social

media sites

Brochures/fliers can be

distributed at work to parents or

going door to door

40%

30%

20%

10%

Qatar Parents Advertising

Billboards/Street Advertising

TV/Newspaper Advertising

Internet Advertising

Brochures/Fliers

News & Politics

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