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"I AM THE 12th WOMAN": THE CAMPAIGN T-SHIRTS FROM HEINEKEN RAISING FUNDS FOR WOMEN IN FOOTBALL
11 July 2022
A campaign launched this month by Women in Football's new commercial partner Heineken aims to get fans thinking about the language they use to talk about the game – with the help of an all-star line-up.
And the release of a T-shirt for sale to fans who support for the campaign will make a practical impact by raising funds to support Women in Football's work.
Heineken's 12th Woman initiative brings together Ellie Taylor, Harry Redknapp, AJ Odudu, Karen Carney and Jermaine Jenas in a brilliant video which encourages supporters to rethink football terms like 'man on' and 'the 12th man'. Ultimately the aim will be to challenge and reduce gender inequality across the game.
Launched to coincide with the beginning of UEFA Women's Euro 2022 in England, the video shows Harry at the wheel of a van as he rounds up the celebrity fans to watch a tournament match at Wembley. Along the way the famous five question the unconscious bias in football terminology before exiting the van, walking down Wembley Way and proudly revealing their T-shirts – all emblazoned with the slogan ‘I Am The 12th Woman’.
Fans who support the campaign can buy the T-shirts from Heineken's store on Amazon, priced at only £12 – and all the profits will be donated to Women in Football. Throughout the tournament supporters are encouraged to wear them in a show of allegiance, wherever they may be watching the action.
The ‘12th Woman’ is part of an ongoing campaign by Heineken which shines a light on bias and challenges stereotypes in football culture.
Stephanie Dexter of Heineken said: “For so long football culture and fandom has been influenced by the men’s game. So, while the women’s game has grown massively, a legacy of terms such as ‘man on’ and the ‘the 12th man’ continue to dominate. Meanwhile the ‘12th woman’ is relatively unheard of. We want this campaign to help close the gender phrase gap in football language, but also invite a conversation about the entrenched bias and inequality that persists across football culture.”
Stepping stone
Karen Carney, who played 144 times for England, 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.”
Harry Redknapp added: "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.”
More about Heineken's campaign
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When I was playing professionally it really was a man’s game. 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"
Harry Redknapp