What is Live Your Goals?
The Live Your Goals campaign targets and inspires more girls and women to play football. The campaign was launched at the FIFA Women’s World Cup Germany 2011™ and has evolved into one of FIFA’s most recognised initiatives in women’s football.
The Live Your Goals campaign is part of FIFA’s long-term commitment to support women’s football worldwide.
Live Your Goals - objectives
Live Your Goals seeks to promote and attract girls and women to play football and to help member associations strengthen the image of women’s football in their countries. It is a communication and promotional campaign, a development programme for member associations and a great platform from which to communicate and talk about women and girls playing football.
- Increase participation of women and girls in football
- Spark excitement for women’s football
- Create the best opportunities for women’s football to thrive
- Ensure that football continues to be the number-one female team sport
What are the key messages?
The first, and most important, objective of Live Your Goals is to encourage women and girls to participate in football. We want to ensure that every girl and woman who wants to play the game has the opportunity to do so.
- Girls and women “live their goals” through football
- Football inspires and empowers girls and women
- Fast-growing sport for girls and women
- Golden opportunities
- Female role models
- Football helps girls and women to improve their standing in society
How has the campaign evolved?
Originally, Live Your Goals was a communication campaign that tied in with women’s football competitions. The challenge with this approach was that many member associations were asking FIFA to support their own projects during years where there were no events. Therefore, Live Your Goals evolved from a communications platform into a development programme over three phases:
- First phase (2012-2013): Costa Rica, Japan, Azerbaijan and the Republic of Ireland
- Second phase (2014): 22 projects implemented
- Official development programme: 2015-2018
As a pilot programme in 2012-2013, we asked three member association hosts of women’s competitions to implement Live Your Goals as part of the legacy programme: Azerbaijan, Japan and Costa Rica. We also worked with the Republic of Ireland to implement the campaign as a specific development programme without a competition context. Following the success of these programmes, we solicited applications from member associations and selected 22 projects to implement in 2014.
Based on the overwhelmingly positive results, the campaign became an official programme for women’s football development from 2015 to 2018.
How do you spread the word about Live Your Goals?
Live Your Goals is an integral part of FIFA’s strategy for and promotion of women’s football around the world. As such, the campaign is featured across all of FIFA’s women’s competitions, youth and senior, as well as through member association projects and initiatives.
Live Your Goals is also one of the key elements of the legacy programmes for FIFA’s women’s competitions.
We utilise all the media, assets, tools and channels that are available and encourage member associations to do the same. This includes:
- Brochures, printed materials, ads
- LED boards and player patches at FIFA Women’s World Cups (U-17, U-20 and senior)
- Live Your Goals Player of the Match Award at FIFA Women’s World Cups (U-17, U20 and senior)
- Facebook and digital media
- Member association projects and websites
- Media outlets and journalists
- FIFA Women's World Cup 2015™ Live Your Goals Tour
At which countries or regions is this campaign targeted?
As the FIFA President said, “Football is for all”. This is a worldwide initiative. We used the FIFA Women’s World Cup™ to launch the campaign back in 2011 and have seen the campaign grow into a development programme accessible to all FIFA’s 209 member associations and, more importantly, to all women and girls around the world.
How does FIFA support member associations to implement Live Your Goals?
Through Live Your Goals, FIFA gives member associations a strong brand/campaign to use locally and adapt culturally to the needs of their own country’s audience.
Linked to the campaign, member associations receive:
- Financial assistance over a period of four years
- Football materials and equipment to organise festivals and ensure that technical development is an integral part of the projects
- FIFA also delivers all designs
- FIFA advises member associations regularly on the planning, implementation, branding and promotion of the campaign
Live Your Goals is implemented today across the world and thousands of girls are taking up football through it.
What is the procedure to apply for Live Your Goals?
Phase 1: member association submits application
- Live Your Goals four-year campaign plan
- Campaign communication plan in conjunction with local media
- Four-year plan for grassroots development for girls (6-12 years old)
- Planning of festivals and events for the current year
- Budget forecast
Phase 2: FIFA approval letter sent to member association
- Member association to submit an overall campaign and branding concept (template provided by FIFA)
- Designate local campaign faces and send names and high-resolution pictures
- Confirmation of events and planning
- Payment planning
Apart from this campaign, what work is FIFA doing in women's football?
FIFA works together with its member associations to promote women’s football worldwide. Through financial assistance earmarked for development programmes, FIFA aims to increase the opportunities for women and girls to participate in football and also to increase the number of female coaches, administrators, referees and volunteers involved.
FIFA has been implementing tailor-made programmes for women’s football since 2004. As a strategic development area, the programmes aim to provide specific support toward developing and increasing the participation of women and girls in football.
FIFA believes in the growth and potential of women’s football. Since 2011, it has placed even more emphasis on its programmes:
- Over 640 projects in 2011-2014 specifically for women’s football
- For 2015-2018, FIFA is increasing its investment in women’s football, and will provide over USD 22m in specific programmes for women’s football worldwide. The programmes include a wide range of areas, including grassroots, youth development, leagues and competitions, expertise and female leadership development in football.
- The latest version of FIFA’s women’s football development programmes can be found at: http://www.fifa.com/mm/document/footballdevelopment/women/01/57/10/97/womensfootballdevprogr_e.pdf
- Other FIFA programmes such as Goal, FAP and PERFORMANCE can also be applied for by member associations to benefit women’s football development
- In order to ensure that each member association mirrors FIFA’s approach to women’s football, FIFA has also introduced ten key principles for member associations to develop women’s football. This initiative was created by the FIFA Task Force for Women’s Football formed in 2013. The 64th FIFA Congress unanimously approved the ten key principles. They can be found on the following link: http://www.fifa.com/mm/document/affederation/bodies/02/36/77/51/10_keys_en_neutral.pdf
Through its women’s football development programmes, FIFA will continue to champion recognition and equality for women and girls and give them the opportunity to live their goals through football.
Member association update
Armenia: The Live Your Goals campaign has increased the appeal of certain football events thanks to the great branding approach (T-shirts, banners, roll-ups, etc.). The number of women’s football clubs has doubled in one year and the commitment from other stakeholders (mainly municipalities) has increased.
Estonia: Live Your Goals has had a huge impact on the development of women’s football in the country. Getting involved in football can be challenging for girls because of the country’s culture, but through Live Your Goals, they can have fun playing the game in a technically well-controlled environment. The campaign has changed the perception of women’s football and increased club involvement.
Latvia: Live Your Goals has encouraged girls to play football and furthered the development of women’s football in the country. The campaign is helping to change the perception of women’s football by raising awareness of it and maintaining the interest generated.
Costa Rica: Mass participation of girls at grassroots level both nationally and regionally involving over 3,000 girls. More female coaches are motivated to get involved and participate in the educational programmes. There has been a growth in women’s football fans including parents and families. Further youth development projects have been generated and there has been an increase in the number of players and teams.
- The project has impacted on women’s football in Wales by enabling a significant number of girls – over 800 so far – to play football for the first time.
- In addition, we have created a new and exciting format of girls’ football that focuses on fun and enjoyment rather than competition. This will be developed into a resource for other partners to deliver and utilise.
- The project has strengthened relationships across various sectors – football clubs, “football in the community” programmes, education, municipalities, commercial football centres
Curaçao: The promotion of women’s football has led to an increase in players joining existing teams.
Panama: Thanks to the Live Your Goals campaign, it is now possible to interest girls in football from a very early age, and the foundations have been laid for building the women’s game in the country so that more girls and women take up the sport.
Bhutan: Through the Live Your Goals activities, some girls had an audience with the king and the queen of the country – a life-changing experience. Many girls from all around Bhutan were also coming to the capital for the first time and it was a chance to meet other girls from all around the country. The activities actively involved parents, who showed their commitment and desire for similar projects in the future.
Kyrgyzstan: There has been an increase in participation across the country, including one region that has never had women’s football before. The participants have been assessed individually, thus enabling a database to be created at grassroots level.