Female Demographic Character Development

The Football of Wales Trust looks after numerous areas of the grassroots game, including encouraging more young girls and women to get involved, as players, volunteers, coaches and supporting the running of local clubs. 

At the core of the campaign to engage directly with people not usually involved with the game was the idea to show ‘this game is for people like me’. 

Research-led character profiles inform six individual personalities that included names, ages, the football programme that they would be suitable for, along with outlining their physical appearance and personality traits and clothing.  

We brought Amira, Ffion, Izzy, Polly, Seren and Mia to life through illustration, and the characters used to promote the growth of female participation at grassroots clubs as players and volunteers, or to attend their workshops and programmes.

The illustrations were presented on by a very happy client; forming part of a major presentation showcasing Wales’ work to promote the female game.