Sport Ireland - HerMoves
Client
Sport Ireland
Industry
Professional Sport
Year
Duration
Annual
Project overview.
Sport Ireland embarked on a landmark national initiative with the launch of Her Moves, confronting one of the most entrenched and complex challenges in Irish sport: the sharp and systemic drop-off of teenage girls during adolescence. This was more than a participation programme; it was a strategic, systems-wide intervention at a critical life stage. The mission was not simply to increase activity levels, but to fundamentally re-architect how teenage girls see and experience sport - emotionally, socially and culturally.
Challenge.
Her Moves directly addressed the core participation challenge by dismantling the narrow, performance-driven definition of sport that excludes so many teenage girls. Rather than asking girls to adapt to existing structures, the initiative reimagined sport around them - prioritising enjoyment, flexibility, social connection and self-expression. Grounded in eight guiding principles and shaped by teen-girl insight, Her Moves positioned movement not as a test of ability, but as a personal, confidence-building experience that could take many forms. As Ireland’s National Authority for Sport and Physical Activity, Sport Ireland recognised that no single programme, organisation or governing body could solve this challenge in isolation.
The strategic challenge, therefore, was to take a systems-wide leadership role without diminishing the vital, ongoing work of NGBs and LSPs. Her Moves was designed not to replace existing initiatives, but to elevate and align them - providing a unifying platform, guiding principles and cultural relevance that could amplify local innovation at national scale. By acting as an enabler rather than an owner, Sport Ireland created the conditions for collaboration, ensuring that progress already being made could be accelerated, celebrated and sustained, while delivering a consistent and compelling experience for teenage girls across Ireland.
Solution.
The strategy was executed through a digital-first, culture-led approach that met girls where they already are - both online and in real life. Authentic, teen-generated and influencer-led content on Instagram and TikTok built credibility and community, while a clear call to action drove engagement to the Her Moves Hub, a central platform connecting girls to programmes, events and opportunities nationwide. This was amplified through multi-platform paid media, audio integrations woven into daily routines, and a first-of-its-kind cultural collaboration with How to Gael, embedding Her Moves within contemporary Irish youth identity rather than positioning it as a traditional sports campaign.
This digital momentum culminated in the creation and delivery of the first-ever Her Moves Festival, a landmark, real-world expression of the platform’s philosophy. Conceived as a celebration rather than a competition, the Festival translated Her Moves from a campaign into a fully immersive cultural experience. Designed by girls, for girls, it brought the online community to life through a vibrant programme of movement, music and creativity, offering teenage girls the freedom to try, explore and participate without pressure, judgement or performance metrics.
Result.
Her Moves was collaborative by design, partnering with 29 Local Sports Partnerships and 68 National Governing Bodies to deliver over 200 innovative, non-traditional programmes nationwide. Many of these were showcased through the Her Moves Festival, which drew over 1,500 attendees and blended physical activity with art, music, and social connection to break down psychological and structural barriers that had previously driven girls away. The Festival demonstrated the Her Moves model at scale, showing how reimagined sport can drive genuine cultural and behavioural change.
The impact has been measurable and transformative: over 10,000 girls participated directly, with more than 30,000 engaging through events, and digital reach exceeding 3.5 million, generating 45 million impressions and 40 million video views. The campaign has also been recognised for its impact, winning prestigious awards including Client Agency Collaboration at the AIMS, Cultural Driver at the Spiders, Digital Media Awards, Event Impact Awards, and the Effies. Beyond metrics and accolades, Her Moves has established Sport Ireland as a leader in closing gender participation gaps, evolving from a campaign into a cultural platform that empowers girls to engage with sport on their own terms and fostering a lasting shift in perception—sport as a space of belonging, confidence, and self-definition for every girl.
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