At a time when the toxic impact of social media on young people’s mental health is rising up the agenda, EE is launching a new campaign to spotlight the power of football in equipping young girls with confidence.

The ‘Everyone Needs a Squad’ campaign leans on EE’s role as the lead partner of the Home Nations’ Football Associations. The work, created by Saatchi & Saatchi, is part of an ongoing push by EE to equip young people with the tools to thrive in an age of comparison paralysis driven by social media.

In place of dead-scrolling, the work advocates for the power of getting girls on the pitch. 

According to research carried out by EE in partnership with leading child and adolescent psychologist Dr Sheila Redfern PhD,  managed by Pitch Marketing Group, being part of a football network significantly reduces the negative impact that social media and the online world can have on teenage girls’ self-esteem and confidence.

The data shows that 93% of girls who are part of a football network (which encompasses online and offline communities) report feeling more confident. Over two-thirds (69%) say it gives them a sense of belonging. In contrast, of those girls who do not watch or play football, two-fifths (44%) say social media has affected their confidence, while one quarter (27%) of respondents admit it has reduced their self-esteem.

Drawing on insight from this research, the campaign aims to inspire young girls to watch, play and support football, building their resilience throughout the tournament and beyond. A focal point of the campaign is a 30-second manifesto film. The film, narrated by a young girl, is a rallying call to highlight how football provides a supportive squad that listens and stands by you. 

In addition, EE has launched a digital hub, EE Squad, designed and built by Digitas. The hub, which was designed and built by Digitas, enables girls to explore, build and grow their community around football, particularly in an online world where girls are often exposed to negativity. 

The platform offers routes into local football opportunities, as well as confidence-building content via EE LearnSmart. As part of the experience, Digitas has created a dedicated playlist featuring personal stories from Home Nations players sharing how football has shaped their confidence, resilience, and sense of belonging, on and off the pitch.

Additionally, the campaign sees the introduction of a significant experiential campaign under the banner of ‘EE Squad Socials’; events which will take place in Cardiff, Brighton and London. 

Created by Havas Play, the initiative provides a vibrant space for teen girls and their families to play, connect and celebrate their self-expression through football. The events will provide an offline environment where they can get involved in a host of creative and football related activities, watch the games live and grow their football network. 

To flip the tropes around girls struggling with confidence due to social media, Boomerang has created a social element of the campaign which addresses how ‘glow ups’ can impact girls’ confidence. The social work includes Get Ready With Me content, which shows creators getting football ready, throwing on football shirts and meeting up with their squad. 

The content will sit across TikTok and Instagram. The campaign, planned and bought by Open Connect and OOH agency, Posterscope, will also run across out of home from Monday 30th June. The out of home features Home Nations players and grassroots footballers showing how football builds confidence and community. Saatchi and Saatchi have also created social media films sharing personal experiences from players on what it means to be part of a team.

EE will roll out the campaign across various touchpoints, including OOH, retail, social, radio, partnerships and podcasts.

Kelly Engstrom, Brand & Demand Generation Director at EE, explained: “As lead partner of the Home Nations Football Associations, we recognise the power of the football network and its potential to make the world a better place. We know growing up in an online world brings unique challenges and we are passionate about showcasing how this sport can help build young girls’ confidence.” 

She continued: “Everyone Needs a Squad’ highlights how we are doing more for families by supporting young people’s wellbeing and helping them navigate the online world with positivity. We hope that this campaign will empower young girls on and off the pitch and inspire them to get involved in the beautiful game.”

Sharon Tuff, Chief Commercial and Engagement Officer at the Football Association of Wales, added: “At the Football Association of Wales, we see first hand the transformative power football has. EE’s research echoes what we witness across the nation, that football is more than a game, it’s a powerful tool for improving wellbeing and creating a true sense of community.”

This latest initiative builds on EE’s broader commitment to supporting young people’s wellbeing. Last year, EE launched age-specific smartphone guidance to help parents navigate healthy tech habits, recommending simpler devices for younger children and promoting gradual, responsible smartphone use as they grow. Alongside this, EE expanded its PhoneSmart platform to equip both teens and parents with the tools and knowledge to stay safe and confident online.

Will John, Executive Creative Director, Saatchi & Saatchi, explained: “There’s a power in football that builds the very things social media can chip away at — confidence, self-esteem, a sense of belonging. With this campaign, we wanted to celebrate that power. The power of having a squad behind you, both on and off the pitch.”

While it might at surface level seem counterintuitive for a technology brand to acknowledge the truth that growing up with a phone is harder than ever, EE’s investment underlines that building trust, arguably the most powerful tool in brand building, requires embracing truth.

As the summer of women’s football kicks off, this campaign is a powerful reminder of the importance of levelling the playing field for the next generation of players.