In many countries girls are treated as inferiors by their fathers or father figures. The organisation Plan aims to break this pattern. Soccer is still dominated by men, yet women’s football is the fastest-growing sport worldwide. Combining these two worlds provides a way of re-shaping the relationship between fathers and daughters to bring them closer. To achieve this, BrandBase developed La League, a new ‘brand’ that we positioned as a Plan initiative, with a name that reflects both football as well as femininity, and a strong yet warm and personal approach.
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