Resulting in 73% of young Arab girls giving up playing sports by the age of 14.

Ironically, in the Arabic language, most words associated with sports have a female gender. Words like ball, run, kick, jump, goal, shoot, pass and even the word sport itself are female words.

All these words end with the Arabic letter "Ta'Marbuta". Written as a circle with two dots on top.

This litter is what gives Arabic words their female gender.

IDEA Just as the "Ta'Marbuta" at the end of Arabic words gives them the female gender, we found a way to put it on a football pitch. By simply adding two dots right above the already existing center circle.

Following the same logic as the language itself, this letter gave the pitch a gender to - female.

Resulting in the world's first pitch to have a gender - female. The first Female Field was created by adding the two dots on the home ground of Onyx FC, UAE's only all-women-owned and operated football team.

EXECUTION The act of creating the Female Field was deliberately kept minimalistic and simple, yet powerful and unmissable. Additionally, because all it takes is two dots of any shape and form added over the center circle, it was intended to be recreated anywhere.

We started by releasing teasers on social media to highlight the fact that sports-related words in Arabic all have a female gender.

Then we filmed the addition of the two dots to the Onyx FC home pitch, by the captain of the team herself. Followed by a series of content pieces shot at this new Female Field with different players of Onyx FC, further reinforcing our message.

Soon enough, ours was no longer the only female field. We saw countless ones popping up all across Dubai, and not just on football fields. Basketball courts, beach football pitches, even Ice Hockey rinks were being turned into Female Fields.

OUTCOME +16000 searches for Onyx FC in the first week 200% increase in sign-ups for all-girl training programs 27 female fields made and counting