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She Leads campaign kicks off!

by Owen
by Owen
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This year's International Women's Day saw us launch the She Leads campaign, a collaboration between Paul Robinson Solicitors and West Ham United Women to recognise and celebrate women in the workplace.

When Paul Robinson Solicitors approached us for ideas to help take their partnership with West Ham United to the next level, we jumped at the chance to be involved. Here were two fantastic brands, looking to raise awareness of their association in the community and engage their respective audiences with something meaningful.

Women’s football has made huge strides in recent years and the growing profile of the game represented a great opportunity to create some alignment between the West Ham Women’s team and Paul Robinson. With the latter having a 90% female workforce, we saw the common ground of both brands being supportive of women in the workplace and helping them forge careers in the previously male-dominated industries of law and football. The aim of She Leads was to bring together two forward-thinking, inclusive brands in recognition and celebration of women in the workplace, inspiring the next generation of young women to become the leaders of tomorrow and to follow their dreams.

What better way to achieve this than by shining a light on the fantastic role models themselves, telling their stories and celebrating their achievements on the pitch and in the boardroom. We wanted to highlight the common obstacles that women face, as well as give them an opportunity to share their secrets to success in their respective workplaces. The campaign was launched with a series of videos, featuring players and staff members from West Ham United Women and Paul Robinson, tackling some tough questions on what it takes to work in a high-demand environment, fight female stigma and supporting one another in the workplace.


The launch was supported by a fantastic networking activation event on International Women’s Day at the West Ham United stadium, where members of the Paul Robinson team were joined to watch the premier of the lead video by representatives of the club and a host of female leaders from a wide variety of industries.

I really enjoyed the International Women’s Day event. I’m hugely passionate about supporting women and creating equity and this is a great initiative that brings together women in sport and business to do just that.” — Antoinette Dale Henderson, Founder of the Gravitas Programme

The key to a successful partnership campaign is uniting the brands behind a cause and establishing common ground. In this case, both brands champion women in the workplace and empower their female teams. Producing an engaging, content-led campaign around this topic has allowed both brands to leverage their combined communities and grow the profile of their partnership, but the beauty of this project is it is creating a foundation to drive a positive message over an ongoing period of time. International Women’s Day was the perfect springboard for the activation of the campaign, but the brands will be demonstrating their commitment to the cause through a sustained programme of planned activity.

It’s been a privilege for us to work alongside so many inspirational women as part of this project and we can’t wait to reveal more!

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  • Author Owen
  • Position Managing Director
  • ID #0004H