You asked us to craft an inspirational, integrated campaign that drives the younger generations of girls to take up sports. Yet, we believe that girls don’t want to participate in sports due to a lack of role models in their immediate environment – their home. 46% of adult Europeans say they never exercise or play sports. Lack of time is the principal barrier.*

* Special Eurobarometer 472: Sport and physical activity

Two Hours For Twenty Twenty-Four:

In anticipation of the Summer Olympics 2024, we're launching a campaign encouraging parents to spend two hours per week engaging in sports with their daughters. We invite them to dedicate a minimum of two hours per week to engage in sports with their daughters. Otherwise, girls do not have the role models and support they need and deserve in order to fall in love with physical activity.