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I Can Be

Avon and the incredible Liverpool Ladies FC (LLFC) have some very exciting news to share about their partnership with the launch of a new campaign called ‘I Can Be’. The campaign is all about inspiring girls and women to challenge gender stereotypes and achieve their ambitions. Kicking off this campaign is Fiercely Feminine, a film featuring the LLFC players, intending to prove you can be both fierce and feminine, smashing the perception that as a female sportswoman you can’t be both.

Take a look at the video below and share your stories through social using the #ICanBe hashtag.

I Can Be...supporters

Psychologist Corrine Sweet

Psychologist Corrine Sweet said:

“Everyone needs support and a helping hand, so it is essential we cheer on young women in our lives, and expect them to acheive their very best. It is important for families, friends, colleagues of young women to give them encouragement, practical guidance and opportunities, so they can succeed. We need to expect them to be able to acheive, just like their male counterparts, and win the trophies, prizes and accolades on an equal level. We need to encourage them to be the best that they can be.”

Meet Gemma Bonner, Avon's I Can Be Ambassador

Meet Gemma Bonner, Liverpool Ladies FC Captain

“Women’s football is going from strength to strength but it undoubtedly still has a long way to go. Playing football professionally has always been my main aim. Growing up however, I did face barriers to helping me achieve this dream, the largest being the lack of opportunity for me to play as my high school didn’t have a female football team. It’s been so interesting to work with Avon and discover our shared ambitions for excelling women. I’m excited to be an ambassador of the sport, to empower young women and girls to get involved and achieve their ambitions."

I Can Be...your stories

Laura Rolston, Avon Sales Leader

Laura Rolston, Avon Sales Leader

“Being an Avon rep helped me overcome redundancy, it gave me the confidence to know that I can work for myself and provide for my family without having to go and work for someone else.
I hope in the future men and women will be seen as equal partners. If the man wants to stay at home and the women run a successful business why not - each family should be empowered to make the decision that works for them.”

Carolyn Toogood, Avon Sales Leader

Carolyn Toogood, Avon Sales Leader

“Once my children were born, I wanted a career change, but the main jobs open to me seemed to be part time unskilled jobs, with little responsibility. It seemed that men were seen as the main breadwinners, and women were only able to ‘help out’ with the income.
Working with Avon I feel that although I still work around my children, I can still achieve big things and earn good money. This makes me feel more empowered and successful, and I feel proud of the role model I am to my children.
I hope my two boys grow up to respect people based purely on their own qualities, and not their gender. I hope I have shown them that it is possible to be successful and happy in your own right, and not be restricted by stereotypes."

Magda Patelka, Avon Sales Leader

Magda Patelka, Avon Sales Leader

"I can honestly say Avon has changed my life. It has given me the independence and financial stability to support my family, and as a single mother I only ever dreamt of being as successful as this. The company truly appreciates its employees and when they do well, they are always recognised. I hope my two girls grow up with a similar experience as I have had at work, knowing that if they want something and work hard, they can achieve it, regardless of their gender.”

Sarah Harrison, Avon competition winner and Liverpool Ladies supporter

Sarah Harrison, Avon competition winner and Liverpool Ladies supporter

“To me, Avon is a brand with quality which empowers women. Hearing about the sponsorship with Liverpool Ladies, I couldn't have thought of a better company to sponsor a women’s football club. This partnership will inspire a whole new generation of girls, boys and young women to become heroines and role models on and off the football pitch."

The Liverpool Ladies FC partnership

In April 2017, Avon became the first female-focused brand to become an independent shirt sponsor to that of its male counterpart in a ground breaking partnership with Liverpool Ladies FC. Working closely with the LLFC players, Avon discovered a shared ambition to kick out stereotypes facing women on and off the pitch. The partnership has recently won ‘Partnership of the Year’ in the 2017 Football Business Awards – the first time a women’s team has been shortlisted for such an award.

The Liverpool Ladies FC partnership

In April 2017, Avon became the first female-focused brand to become an independent shirt sponsor to that of its male counterpart in a ground breaking partnership with Liverpool Ladies FC. Working closely with the LLFC players, Avon discovered a shared ambition to kick out stereotypes facing women on and off the pitch. The partnership has recently won ‘Partnership of the Year’ in the 2017 Football Business Awards – the first time a women’s team has been shortlisted for such an award.

Liverpool Ladies Football Club

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