A powerful act for women and brand
Her Home Advantage challenged traditional views on women to empower female athletes with the support that counts; that of their families, turning a brand sponsorship into a meaningful act in culture.
Her Home Advantage
Players from the women’s Superleague in Cameroon told us it was often the older generation of women who were against their career choice, and that many of them had never seen them play.
Her Home Advantage invited mothers and aunties to the sidelines to watch their daughters play for the first time. We captured the story in a film directed by an emerging female director from Cameroon, Doreen Fonju.
The film aired on pan-African channel Canal Plus and was accompanied by a live debate featuring Her Home Advantage ambassadors, African football legend, Roger Mila, and Cameroon international star player, Ajara Nchout.
The campaign also launched a mentorship program to support more women in sport, part funded by a limited edition bottle of Guinness FES.
The campaign played a key role in achieving equal pay for women footballers in Cameroon.
