Reframing Sport for Girls

AKQA London hosted a networking breakfast and panel discussion, in collaboration with the UK charity Women in Sport, to explore how society can empower more young girls to experience the lifelong benefits of sport.

Women in Sport is the UK’s only organisation that researches purely the female experience of sport, with the aim to create greater opportunities for women of all ages by inspiring changes in public policy and attitude.

This week’s discussion explored how teenage girls are currently experiencing sport, to consider how we can reframe physical activity to become something that young girls value as an enhancement to their lives.