Avon UK and Liverpool Ladies FC (LLFC)chave launched ‘I Can Be’, a campaign to inspire women and girls to challenge gender stereotypes and achieve their ambitions.

The campaign was launched after a report commissioned by Avon found that nearly one third of women in the UK (29%) believe that their gender has held them back due to the social barriers and stereotypes placed on them for being female.

It also revealed that women are four times more likely than men to say that they have been held back in their career because of their gender. Strikingly, it is the younger generation where the impact of gender expectations and stereotyping is most significant; almost half (42%) of 18-24 year olds and over a third (35%) of 25-34 year olds say they have been personally affected and held back.

To further support the research, Avon interviewed LLFC players and members of the public, including six year old girls and boys, where it became apparent how deeply ingrained gender stereotyping is in the world of sport.

Gemma Bonner, LLFC Captain, says: “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. Hopefully I can be a role model for the sport and help to empower young women and girls to get involved and achieve their ambitions."

Avon UK’s Director of Beauty and Advertising, Stephen Rendu, adds: "At Avon we are committed to empowering women and helping them to achieve their ambitions – from the boardroom to the boot room. We passionately believe that everyone can be what they want to be. The Liverpool Ladies FC players are great examples of how perseverance and determination can eventually win out – but it shouldn’t have to be that hard.  They are now role models for the next generation, and will hopefully pave the way for more young girls that want to follow their dreams.”

Avon became the first female-focused brand to sponsor an FA women’s Super League Club in April 2017 and is now looking to further their support of women – particularly in sport –­ with the launch of the new campaign. To mark its launch, Avon and LLFC have created a video to highlight how women can be all things, and are encouraging people to share their own #ICanBe stories. Visit www.avon.uk.com/ICanBe for more information.