Sport Ireland’s Her Moves campaign triumphs at All-Ireland Marketing Awards
Sport Ireland, in partnership with Titan Experience and Ringers Creative, is delighted to announce that the Her Moves campaign has been awarded the Client Agency Collaboration Award at the 2025 All-Ireland Marketing Awards.
The award celebrates outstanding partnerships that deliver impact through creative alignment, strong execution, and cultural relevance. The Her Moves campaign was recognised for its strong response to the significant drop-off in teenage girls’ participation in sports.
Nora Stapleton, Sport Ireland’s Director of Strategic NGB Programmes and Women in Sport Lead said: “Her Moves is about expanding how sport is delivered for girls, not just encouraging them to fit into old models. This award highlights what’s possible when we and others co-create solutions with the people we’re trying to reach.”
The Her Moves Campaign launched in 2023 and is rooted in the ‘8 Principles for Success’ (Girls Get Active Report, 2021). The most prominent of which being ‘Give Girls a Voice & Choice’.
It is the collaboration with teenage girls that guides this campaign and the work of National Governing Bodies and Local Sports Partnerships, who drive it, by delivering programmes seeped in the Her Moves ethos.
Sport Ireland’s partnership with Titan Experience allows evidence-based solutions provided through Her Moves, to be communicated and visible to the girls and those who support them. This awards ceremony, which is hosted by the Marketing Institute of Ireland, recognises the impact of these collaborations.
The “It’s Complicated” campaign video (main image above) is a prime example of the collaboration behind the campaign. ‘It’s Complicated’ was created in celebration of International Day of the Girl 2024. The video highlights the highs and lows of the relationship teen girls have with sport. The objective of the video was to kickstart conversations around the solutions Her Moves provides.
The script for the video was co-designed with teen girls who were tasked with writing a ‘breakup letter’ to sport. These scripts were brought to life by Sport Ireland, Ringers Creative and Titan Experience, who continued to workshop with the girls to produce ‘It’s Complicated’ in both English and Irish.
Bethany Carson, Sport Ireland Women in Sport Manager, said: “I’d like to thank our agency partners Titan Experience, Ringers Creative, the National Governing Bodies, the Local Sport partnerships and the coaches, parents, schools, clubs, and community organisations supporting the movement. And, of course, a big thanks must go to the teenage girls whose voices and stories inspired this work.”
