2degrees and TBWA launch SupportHER Line to boost girls in sport

2degrees and TBWA New Zealand have launched ‘The SupportHER Line,’ a campaign designed to encourage young girls to remain in organized sports by improving sideline communication. The initiative is part of the 2degrees ‘SupportHER Club’ and its broader ‘Fighting for Fair’ commitment to addressing barriers to female participation in athletics.

Research conducted with girls aged 11-16 revealed that 55% feel increased pressure when supporters are watching, and girls leave organized sports at approximately twice the rate of boys. The study found that constant coaching, criticism, or demands to ‘do better’ can cause girls to second-guess their instincts. Conversely, 99% of those surveyed believe the right kind of sideline support could help them stay in sport longer.

Instead of dictating specific instructions, the campaign uses phrases requested by the girls themselves, such as ‘I’m proud of you,’ ‘We’ve got this, girls,’ and ‘It’s okay, next time.’ These messages are displayed on a distinctive blue sporting boundary intended to foster confidence and reassurance rather than pressure.