Against clichés and for women's football. After 50 years of women's football in Switzerland, the top women's league has for the first time a sponsor. As a result of this commitment, the National League A was renamed AXA Women’s Super League. The name already suggests what AXA and the Swiss Football Association are jointly aiming at: namely to put women's football on the same level as the men's professional league and to give women the recognition and support they deserve.
This support includes - among many other things - also media attention and increasing visibility. For this purpose, a campaign was developed that draws attention to the elite league and commitment and at the same time intends to motivate women in sport to follow through.
The heart of the campaign is an energetic film in which women are confronted with common prejudices and clichés, followed by the emphatic message not to listen to them and instead to believe in themselves. In keeping with the AXA brand promise: “Know you can”. The film, which is used on TV and in various online formats, is supported by POS posters and a multi-level content concept.