It's Complicated

Ringers help teenage girls send a powerful message to sport.
Ringers has joined forces with Irish teenagers to help them send a message to sport on International day of the girl. The film was made for Sport Ireland to promote Her Moves. A communications and experiential platform created by Sport Ireland in collaboration with TITAN Experience and Ringers.
In the communications landscape, so many brands and campaigns focus on the problem. Choosing to dramatise the problem rather than ask the girls what the problems are with the intention of fixing them. Teenage girls voices are missing from the discussion and debate.
So this film, titled ‘It’s Complicated’, was written by the teenage girls themselves through a series of Her Moves workshops and aims to amplify their voices and spark discussion around the issues they say contribute to them dropping out of sport and movement. Their words were then brought to life by Ringers and produced by Motherland with Tara O’Callaghan directing.
Making girls aware of their options, giving them a voice and a choice, and celebrating moments of pride are all key principles of the Her Moves campaign.
Taking a system-wide approach means the campaign is not just targeting the girls themselves, but also the adults in their lives and those who are creating the sporting offerings for them.