Women in Sport
Big Sister
Empowering young girls to start and stay active during puberty
Fear of judgment. Lack of self-belief. Feelings of self-consciousness. With 43% of girls disengaging from sport and exercise as they become teenagers, Women in Sport wanted to find a way to help young women everywhere navigate their journey through puberty and exercise. So, together, we designed a brand that would do just that. We called it Big Sister.
To bring the Big Sister brand to life, we worked with young girls to develop and design a free digital hub and all the content on it. From myth-busting blogs and insight-led infographics to real-life stories from young girls we recruited to become our Big Sister ambassadors. Through Big Sister, we set about tackling period and puberty stigma through information, advice, and support.
But we didn’t stop there. As well as co-creating tons of Big Sister content in teen-friendly formats and a free digital hub, we also set up a Big Sister Instagram channel so everyone can benefit from Big Sister.
From girls and teachers to community leaders and local leisure centres, Big Sister is a tool, resource, and safe space for anyone looking to inspire girls to start or stay active during puberty.
