CLIENT STORY
USWNT Players Association
The growing popularity of women’s professional soccer rallied a movement for equal pay. In 2019, U.S. women’s soccer demanded progress. First, they filed a gender equity suit against their employer. Then they established a labor union to advocate and safeguard the economic and social welfare of the players on and off the field.
Situation
The 2019 FIFA Women’s World Cup would shine a global spotlight on the players and their newly formed association — the U.S. Women’s National Team Players Association. Still, they lacked the communications to share and promote their global mission.
Brand Problem
Just weeks before the final match of the 2019 FIFA Women’s World Cup, a mission-driven website and brand awareness campaign launched that rallied athletes and activists around the USWNT Players Association cause and promoted their new apparel line, OOSA.
Approach
Outcome
Tens of thousands of soccer lovers and equal pay advocates enjoyed the content on the website through linked social and video—joining the chant—“OOSA-OOSA-OOSA-AHH!”
The message of women standing together and supporting their goals and beliefs found a new benefactor: The U.S. Women’s National Team Players Association and underscored their critical role in advancing progress for women on and off the field.
On May 18, 2022, four years after the USWNT Players Association was established, the USWNT Players reached a new collective bargaining agreement with U.S. Soccer guaranteeing equal pay for both teams.
Leading the Prophet-Springbox creative team, I worked directly with the client in all stages of planning, marketing, and website development, creative production through launch.
The USWNT Players Association —OOSA Brand Launch Campaign
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Campaign Hook
Video
Disaply
Organic Social
Chant with us
BEHIND THE SCENES
With a busy press tour schedule in progress, capturing the team performing their signature rally chant was a challenge. Thanks to a clever idea and a savvy association president, we were able to capture quality audio of the women’s soccer team gathered around a cell phone inside a small hotel room in New York City, just moments before the team was greeted with a larger-than-life surprise of images of themselves splashed across Time Square.
Social
Website
The US Women’s Soccer Team won gold at the 2019 FIFA World Cup, bringing global attention to their mission and the players association.
The OOSA brand and video content was recognized as Silver Award winners for “Best Strategic and Creative Development of a New Brand” and “Best Use of Audio Branding” at the 2019 U.S. Transform Awards.
