2. 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
3. Qatar Youth
Qatar Parents
Girls 6-17 years old
Parents of girls 6-17 years old
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
4. Qatar Youth
Qatar Parents
Girls 6-17 years old
Parents of girls 6-17 years old
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
5. Qatar Youth
Qatar Parents
Girls 6-17 years old
Parents of girls 6-17 years old
Message
• Girls Kick It In Qatar
• Active Body, Active Mind
Execution
• Traditional Media
• 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
• Traditional Media
• Promotional prices for their
children’s camps
• Proof of activity increases
academic success in
advertisements
• Creating acceptance through
exposure and benefits of playing
football
7. 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
8. 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
9. • 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
10. • Football CAN also include females in
Qatar
• Football is the desired sport for youth
women in Qatar
• Football will increase academic success
11. • 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
12. Youth Girls
Parents
• 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
• Traditional Media
– 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
13.
14. • 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
15.
16.
17. • 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
18. • 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.”
19. -For more information visit
www.ActiveBodyActiveMInd.
org
-Overweight children
showed lower
performance on gross
motor skills, manual
dexterity, and intelligence
compared to healthy
Improving
your child’s
academic
success: The
relationship
between
being active
and
improved
academic
-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
-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).
20. 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
6-17 Qatar Girls Advertising
10%
Street Advertising
20%
Social Media Pages
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
30%
Brochures at School
40%
Community/Business
Advertising
21. Billboards/Street advertising will
reach parents on their way to
work
Qatar Parents Advertising
TV/Newspaper advertising will
attract parents and can be a
cheap but effective way to get
the message out
20%
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
Billboards/Street
Advertising
10%
40%
TV/Newspaper Advertising
Internet Advertising
30%
Brochures/Fliers
