The NSW Government wanted to tell the story of women and girls in the game of football ahead of the FIFA Women's World Cup. Working to support the NSW Football Legacy Fund, our brief is to tell the story of women and girls and their involvement in the game, targeting young girls and tweens in the state with inspiring stories that motivate action and participation in football. We create content, copy and earned media that are all aimed at building participation in the sport, and keeping women and girls in the game.