Avon UK launches campaign to kick out gender stereotypes

Avon UK and Liverpool Ladies FC (LLFC) further their partnership with the launch of ‘I Can Be’, a campaign to inspire girls and women to challenge gender stereotypes and achieve their ambitions.

Kicking off the campaign is Fiercely Feminine, a film featuring LLFC players, intending to prove you can be both fierce and feminine, smashing the perception that as a female sportswoman you can’t be both.

In an Avon commissioned report, it acknowledged that 29% of women in the UK believe that their gender has held them back due to the social barriers and stereotypes placed on them for being female. It appears it is the younger generation where the impact of gender expectations and stereotyping is most significant; 42% of 18-24 year olds and 35% of 25-34 year olds have been personally affected and held back.

To further support the research, Avon interviewed LLFC players and members of the public, including six year old girls and boys. According to the LLFC players, the key challenges facing women wanting to enter the game were social stigma, a lack of opportunities, a lack of confidence and the absence of more female sporting role models.

Gemma Bonner, Liverpool Ladies FC Captain and Avon’s ‘I Can Be’ Ambassador said: “Women’s football is going from strength to strength but it undoubtedly still has a long way to go. Playing football professionally has always been my main aim. Growing up however, I did face barriers to helping me achieve this dream, the largest being the lack of opportunity for me to play as my high school didn’t have a female football team.

“It’s been so interesting to work with Avon and discover our shared ambitions for excelling women. Hopefully I can be a role model for the sport and help to empower young women and girls to get involved and achieve their ambitions”.

“At Avon we are committed to empowering women and helping them to achieve their ambitions – from the board room to the boot room,” said Stephen Rendu, Avon UK’s Director of Beauty and Advertising. “We passionately believe that everyone can be what they want to be.

He continues: “The Liverpool Ladies FC players are now role models for the next generation, and will hopefully pave the way for more young girls that want to follow their dreams.”

Avon is also encouraging people to share their #ICanBe stories, inspiring others to overcome gender stereotypes and become role models for other women and men.

WIDNES, ENGLAND - SEPTEMBER 29: (THE SUN OUT, THE SUN ON SUNDAY OUT) Gemma Bonner of Liverpool Ladies during the Women's Super League match between Liverpool Ladies and Reading FC Women at Select Security Stadium on September 29, 2017 in Widnes, England. (Photo by Andrew Powell/Liverpool FC via Getty Images)Gemma Bonner of Liverpool Ladies during the Women’s Super League match between Liverpool Ladies and Reading FC Women at Select Security Stadium on September 29, 2017 in Widnes, England.

To find out more about Avon’s ‘I Can Be’ campaign and its partnership with Liverpool Ladies FC visit www.avon.uk.com/ICanBe