The Game Is On for Women’s Football in Heroic Illustration Campaign from The Public House

Last year, Cadbury became Official Snack Partner of the Republic of Ireland Women’s National Team, announcing their news with their A Player & A Half deserves Support & A Half campaign. 

This year they have turned their attention to growing support for the game at a local club level, within their new Become A Supporter & A Half platform. In Phase one, Cadbury donated money for functional, facility upgrades at grassroots football clubs. The current iteration of the campaign, Phase two was born out of extensive research, in collaboration with the FAI and local teams nationwide. Research confirmed women’s teams have significantly less resources and support than men’s. But the most significant barrier facing these teams was not structural, it was societal. Female players felt that they were not seen to be as legitimate, important or respected as men’s teams and therefore weren’t given the support, funding or resources they deserve. 

With that in mind, The Public House came up with ‘The Game Is On’. A poster campaign that makes grassroots women footballers feel like superstars; encourages volunteers and players to join local clubs; and pushes the Irish public to support the women’s game, directly through attendance, or indirectly through Cadbury purchases. 

The Public House and Cadbury commissioned 10 top female Irish Illustrators to design bespoke posters for 10 grassroots Irish women’s football teams (and another for the national team). Cadbury kept their logo in the bottom corner and suggested a CTA for all clubs, but creative control was handed to each artist. Cadbury’s platform now belongs to local football clubs. 

Managing director of Mondelez Ireland, Eoin Kellett, said, “In 2022 it has been fantastic to see the Irish Women’s National Team getting the visibility and support they deserve, it has been an honour to be on this journey with them so far. We are also acutely aware of the grassroots women’s teams right around the country and ensuring they also get the visibility needed to continue to develop the game and break down any barriers to participation. Through ‘The Game is On’ and our in-store activity we hope that the Irish public joins us in supporting their local clubs and teams.” 

Mikey Curran, senior copywriter, The Public House said, “We’re in a pivotal moment for women’s football in this country. The game needs real, tangible support, on a national level, but systemic change happens from within. That’s why we’ve created this work for grassroots clubs. If we can encourage more participation at that level, hopefully we can ensure a better future for the top flight. I’ll be keeping a close eye on the future of the sport, but one thing is for certain, The Game Is On!”

The posters in this campaign were unveiled to local players at a launch event in Temple Bar last Thursday, attended by Arsenal legends Emma Byrne and Ian Wright. They will also be available to view as part of a nationwide billboard campaign launching this week. Keep an eye out for them IRL, as well as on social and digital platforms. To ‘Become a Supporter and a Half’ and help grassroots women’s football you can also pop in-store nationwide until 16th October 2022 and purchase a Cadbury product. For more information on the money-can’t-buy prizes for your club go to womensfootball.cadbury.ie. Terms and conditions apply. 

This campaign by The Public House continues a successful year with the growing independent creative agency’s clients including Jameson, EPIC The Irish Emigration Museum, FBD and Paddy Power. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a principle that ‘Boring Doesn’t Sell’.