According to an article in Design Week (24 November 2000) a new nationwide campaign to encourage schoolgirls to take an interest in sport is to be launched in December.
The Blue Dog design agency was commissioned by Nike UK and the Youth Sports Trust to create the identity for the Girls in Sport campaign, which will run for the next four years.
A campaign pack, containing a video, research evidence supporting the reasons for the campaign and an educational manual introducing physical education teachers to new ideas about teaching sport to girls, is to be sent out to schools across the country.
Research by Nike UK suggests that girls are interested in sport, but want the emphasis to be placed on fun, varied and non-competitive activity. The campaign is aimed at girls aged between 12 and 15 years.