Vodafone: BenVarım

Vodafone, a telecommunications brand, launched the #BenVarım campaign to change perceptions that football is a sport dominated by men and raise awareness for women's football.

Campaign details

Brand: Vodafone Agency: Carat Region: EMEA

Strategy

Objective

Turkey's most popular sport is football. It is also one of the types of sport where men are more prominent. We saw that our girls chose male footballers as their idols when they wanted to be footballers. We launched the #BenVarım (I'm In) campaign to

Vodafone Park and Liverpool Women's Soccer aimed to increase awareness of our team sponsorship. On March 8, International Women's Day, Vodafone held a football match between Beşiktaş and Atletico de Madrid at the Vodaphone Park and donated to Beşiktaş women's football infrastructure for every ticket sold. This helped us to raise awareness of  #BenVarım among women and girls in Turkey and helped us promote female football idols. 

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