Nationwide’s ‘Respect starts small’ celebrates the grassroots of women’s football

As England gear up to play Spain in the quarter finals of the Euros, there’s a big opportunity for women’s football to go to the next level in terms of visibility and national support.

Nationwide is focusing on the ups and downs of a talented young footballer, 11 year-old Aysia, in this latest instalment of VCCP’s “Respect starts small” campaign. The idea is to demonstrate that Nationwide supports a mutually respectful society.

Mark Brayton, marketing director at Nationwide Building Society said: “We want to help create a society that’s built on mutual respect and so wanted to play our part by promoting this message in a meaningful way. Nationwide Building Society was founded on a clear social purpose and our commitment to supporting our members and the society we live in remains today.”

Like EE, Nationwide is also taking a stance against the amount of online hate that women in football receive. A social media campaign asks young females to write open letters with advice on how to tackle this hate.

Women’s football has come a long way, and it no longer looks like virtue signalling or cost cutting to build a campaign around the sport. Let’s hope the England team can go as far.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.