Wsff Hires Agencies For National Push

The Women’s Sport and Fitness Foundation (WSFF) has appointed advertising agency Mother and sports marketing agency Generate to support its first national consumer campaign, planned to launch next summer.

With the aim of mobilising the nation’s women and girls to become more physically active, Mother will work to develop a campaign brand and its creative execution; Generate will focus on sponsorship and recruiting the stable of partners WSFF hopes to work with to activate the campaign.

WSFF works to make physical activity an integral part of life for women and girls and the “Make Active Attractive” campaign is the first time the charity will have spoken to consumers on a national scale.

The project will complement its existing work amongst sport delivers and policy makers aimed at tackling gender inequality in sport.

Currently a largely untapped and on many levels a failed market for the sector, WSFF believes women offer the biggest space for sport to grow. 

The appointment of Mother and Generate follows a period of planning to define and shape the consumer campaign which will take advantage of the current social and sports agenda to run beyond London 2012.

Now onboard, both agencies will immediately begin working with WSFF to take the campaign development to its next stage.