Karen Carney & Harry Redknapp help launch 'I am the 12th Woman' campaign ahead of Euro 2022
Karen Carney and Harry Redknapp are among the all-star cast who have helped launch a new Heineken campaign, 'I am the 12th Woman', intent on shining a light on gender bias in the game during UEFA Women's Euro 2022.
The campaign slogan is a twist on the '12th man', a term used commonly to describe the influence a passionate crowd can have on their team's performance, and challenges the gender based stereotypes that are engrained in football fandom.
'I am the 12th Woman' is a part of Heineken's wider campaign 'Passion Knows No Gender - Cheers to All Fans' through which they are keen to promote equality on and off the pitch, across all male and female UEFA competitions.
Speaking at the launch of 'I am the 12th Woman', English football legend Karen Carney said: "There are 11 women on the pitch who are giving everything to win for their country.
"Knowing that fans are cheering them on in the stands, at homes and in pubs across the country makes a difference and that’s why being a 12th Woman and saying it aloud really matters. Football fans’ approach to this tournament could be a major stepping-stone to real change in terms of how we all talk about football.”
Ex-Tottenham manager Redknapp also discussed the stereotypes in football at the launch, and how he is proud to be part of the '12th Woman' campaign: "When I was playing professionally it really was a man’s game – women were banned from playing football in 1921 and the Women’s Football Association wasn’t even established until 1969.
"Thankfully times have changed, and in a big way, and I’m really proud to be a 12th woman and to wear the T-shirt for all to see. Some people could be confused by the term the ‘12th Woman’, they might have to stop and think. But that’s the whole point, that’s what Heineken is trying to do with this campaign.”
'I am the 12th Woman' t-shirts are available to purchase on Amazon for £12 - with all profits being donated to the not-for-profit 'Women in Football'.
The CEO at Women in Football, Yvonne Harrison, hailed the campaign and its ability to amplify their message:
"We’ve been really impressed by Heineken’s commitment to addressing gender inequality in football. That's what Women in Football is all about too, so it’s fantastic to team up with them on the 12th Woman campaign. Every action that supports our work and amplifies our message helps to level the playing field and make football a fairer and better place."