Pop Superstar Rita Ora Gets Vocal For UEFA's 'What Is Strong?' Initiative

Pop Superstar Rita Ora Gets Vocal For UEFA’s ‘What Is Strong?’ Initiative.

Singer launches competition giving We Play Strong fans an opportunity to meet her next month

A new initiative launched by UEFA celebrating the physical, emotional and mental strength of women and girls across Europe has earned the backing of pop superstar Rita Ora.

UEFA, European football’s governing body, announced its newest initiative ‘What is Strong?’ supported by the international singer/songwriter, actress and fashion designer, who has voiced the first ‘What is Strong’ film.

Ora, a supporter of UEFA’s Together #WePlayStrong campaign, has today kicked off an Instagram competition as part of the project, that will give one lucky fan a chance to meet her next month, to chat all things music and football.

As part of the initiative, We Play Strong have created a new series of Instagram GIFs and will be asking girls across Europe to use them in answering one question; what does strong mean to you?

By uploading their answer to Instagram Stories, tagging and following @WePlayStrong, girls will automatically be entered into a competition to win a VIP weekend that will include meeting Rita herself at her Slessor Gardens, Scotland gig on 28th July 2018.

Rita Ora is giving her full backing to the ‘What is Strong?’ initiative, after collaborating with We Play Strong earlier this year. She said:

“For me, strong is about being who you want to be, and not being afraid of expressing yourself. I wanted to get involved in this campaign because I believe strength should be defined on your own terms and that women and girls need to know that strength comes in many different forms.

“Strength can be physical, emotional, and mental and I think it’s fantastic that We Play Strong are encouraging girls across Europe to express what ‘strong’ means to them. I’m delighted to have been able to play a part in supporting the initiative, and I’m looking forward to meeting our winner later this month in Dundee.”

Through Together #WePlayStrong, UEFA aims to make football more culturally relevant and aspirational for girls in their teenage years, where they traditionally drop out in large numbers.
UEFA’s ambition for how the game can attract more girls to play involves raising the profile and image of the game, increasing visibility and engagement, driving participation at grassroots level and increasing investment.

Peter Willems, Head of Marketing and Sponsorship Activities at UEFA said:

“Our strategy is essentially to break down all barriers between girls and playing football and in this phase of our campaign we are reappraising what it means to be strong.

“We want girls to recognise the individual strength in themselves and be confident in telling their story. Through the initiative we can show that girls who play football are not only strong, but confident in their strengths and have them inspire more girls to play the sport.

“The initiative has the support of Rita Ora who has a special relationship with our target audience and a strong personal connection to our message.

“Our partnership with Rita has so far driven tremendous results for us, with the number of girls and parents using our campaign to find a place to play football up 337% since we started working together.

“Positive messages coming from people that girls idolise really helps our movement grow and we thank Rita for her tremendous support.”

Next month We Play Strong will release a four-part documentary which will see international women’s players Nilla Fischer (Wolfsburg/Sweden), Fran Kirby (Chelsea/England), Shanice van de Sanden (Olympique Lyonnais/Netherlands) and Sarah Bouhaddi (Olympique Lyonnais/France) reveal what makes them ‘strong’ and how they used the platform of football to grow. The real-life topics include sexuality, mental health, bullying and gender equality in football.

For full competition T&Cs head to: https://www.uefa.com/termsconditions/prizes.html

1 Comment
  1. Gina West 1 year ago

    This is a brilliant initiative and a fantastic Partnership between Rita Ora and UEFA We Play Strong.

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