Empowering Young People

Bringing simple but vital and effective messaging to a global audience


Film is one of the most effective communication tools available, and modern technology means it has never been cheaper or easier to make film a core component of an effective communication strategy.

Indeed, one of the great successes of the Warwick Rowers project has been the use of viral communication. With nearly nine million views throughout more than 140 countries, including countries with severely oppressive regimes that particularly affect women and LGBT populations, the project’s viral videos have been able to bring simple but vital and effective messaging to a global audience - an example of this can be seen below.

Sport Allies began work in late 2017 with London Film School and SKY Sports to develop a film project that would promote greater diversity and inclusion within sport.

Over the last eighteen months the film development team has explored various ways to achieve our key objectives, including an open competition to empower aspiring film-makers and a master class that would enable sporting influencers to create their own films.

There has been trial and error involved in this process, as in any development, but we are now ready to start work on a series of short films that will play to everyone’s strengths, combining the rigor and experience of established media professionals, the fresh perspectives and creativity of emerging talent, and the authentic stories of people whose lived experiences challenge assumptions about diversity and sport.

Long-time documentary film-maker Nicola Waddell was excited to work with all of us at Sport Allies and London Film School on identifying and securing great contributors with powerful stories to share. Through these stories, we will explore inclusivity in the world of football (soccer), the challenges facing women in sport, how rugby is playing a role in promoting healthier masculinities, more inclusive approaches to being a man and the importance of the straight ally.

With support from professional mentors, London Film School’s recent graduates will create four films that we hope will engage, inform, challenge and inspire, inform. We have now gone into pre-production, and aim to have four finished films by the summer.

In this seven minute short, the Warwick Rowers talk on location from their 2018 calendar shoot about why they are so committed to their project and to Sport Allies. They discuss their own experiences of feeling excluded from sport, how objectification affects women in sport, and why getting naked is something to be proud of!