The challenge
Despite Denmark’s strong football culture, girls’ football remains underrepresented in visibility, recognition, and aspiration. With more than 55,000 girls actively playing the sport, F.C. Copenhagen and Andel set out to create an initiative that could both celebrate existing players and inspire the next generation.
The challenge was to launch a new platform with cultural relevance and national impact, and to ensure it reached beyond the core football audience.
The approach
F.C. Copenhagen and Andel collaborated with creative agency Robert/Boisen & Likeminded to develop Hall of Femme as a platform to spotlight role models and opportunities within girls’ football.
Goodrel worked closely with the partners to lead a PR effort designed to elevate the initiative into a broader societal conversation. This included coordinated national and international media outreach, storytelling through interview features across formats, and targeted engagement with sports, lifestyle, and general news media to expand the narrative beyond football alone.
The PR strategy focused on:
- Positioning Hall of Femme within the context of Danish media conversation
- Creating emotional and aspirational storytelling through interviews to engage new audiences
- Ensuring visibility across both mainstream and niche media platforms.
The results
The campaign achieved broad visibility across national and international media, successfully placing Hall of Femme at the intersection of sport, culture, and social impact.
The initiative generated:
- Strong national media coverage across leading outlets - national television, radio, newspapers and digital outlets.
- International attention, extending the reach beyond Denmark
- Engagement across multiple audience segments - from football communities to wider cultural and societal conversations
Credits: FCK media, Andel and Robert/Boisen & Likeminded
