Why Not You?
A campaign to get more women into football coaching, made for a UEFA and Amazon brief. The team concept, Why Not You?, runs a full funnel from a mirror poster to a Euro 2025 photobooth to the landing page I designed, which turns inspiration into a concrete first step toward coaching.
- Role
- Landing page
- Year
- 2025
- Host
- HEIG-VD · UEFA × Amazon brief
- Scope
- Team of eight
- Shipped
- One-pager, pitch deck, report
Football is full of women who have lived every part of the game as players, and almost none of them picture themselves as coaches. The barrier is not desire, it is visibility. As one of our interviews put it, "I never considered being a coach, it's hard to be a woman in this environment." When you have never seen someone like you doing it, the role is hard to imagine for yourself.
The brief, from UEFA and Amazon around the Women's EURO 2025, was to change that. Interviews with female players surfaced the same belief from both sides: that female coaches lack the credibility of men, and yet that the passion to pass the game on is clearly there. The desire exists. The campaign's job was to help it grow into action.
- The landing page: its design, scrollytelling structure, UX writing, and Figma prototype
- Research and the campaign concept with the team (interviews, personas, the funnel strategy)
- The photobooth and mosaic build, the printed poster, and the physical trailer stand, owned by other team members
Team of eight (Group Loomi) for the HEIG-VD Integration Project, on a brief set by UEFA and Amazon: Hanae Ibrahim, François Cuennet, Jérémy Martin, Antony Neyret, Odin Wermeille, Ariadne Melissargos, Leïla Fidalgo, and Yonatan Teklezgi. Supervised by Marie Kuter (UX/UI and design), Nicolas Chabloz (technical innovation, XR and mobile), and Laurent Berthelot (project lead), with support from teachers and experts across the HEIG-VD Media Engineering Institute.
You can't be what you can't see
The project started from real voices. We interviewed female players and coaches, and the quotes were blunt: coaching "seems more suited for men", female coaches "don't have as much credibility". But alongside the doubt was something stronger. "Passing on my passion to younger generations is what drives me." "After a career as a player, coaching allows me to stay connected to the field."
That contrast became the strategy. The campaign would not try to argue women into coaching; it would help them see themselves in it. The line that carried the whole concept asked a single question: Why not you?
A funnel from a mirror to a movement
As a team we built one concept (Why Not You? / Lead Your Passion, Shape the Game) across a full marketing funnel. Awareness was a striking print of female coaches around a mirror, so a viewer sees herself in the picture. Activation was a Euro 2025 trailer stand with a photobooth, where every portrait, QR-linked to our landing page, joined a giant "Why not you?" mosaic. Loyalty was an emotional film and coach-led workshops to sustain the momentum after the tournament.
Each stage pointed to the same place. The conversion step, the moment inspiration has to become action, was the landing page, and that was mine to own.
Turning curiosity into a first step
I designed and built the landing page as a linear scrollytelling journey that walks a visitor from "maybe coaching isn't for me" to a concrete first step. It opens on a reframe ("What if you became the one who inspires?"), then redefines what coaching even is, not only standing on the sideline but shouting your heart out and caring more than anyone else, before handing the story over to real female coaches speaking in short video testimonials.
From there it stops inspiring and starts guiding. A low-pressure invitation comes first ("not sure if coaching's for you? Try a workshop, one day, no pressure"), and only then the concrete path: the real Swiss licensing ladder from an Animator License up to the UEFA C Diploma. The UX writing carries all of it, sized so the first step always feels small enough to take, and I prototyped the whole experience in Figma, working out the scroll, pacing, and hierarchy screen by screen.
A complete scrollytelling landing page, the campaign's conversion point, taking a visitor from self-doubt to a concrete first step toward coaching.
A complete campaign concept (awareness, activation, conversion, loyalty) presented for the UEFA and Amazon brief around the Women's EURO 2025.
The real payoff came after the course. Our concept was selected, merged with another team's, and developed by HEIG-VD's Media Engineering Institute into a real campaign for UEFA, which kept our name and is now live at whynotyou.ch. The original student work is documented in the HEIG-VD showcase, pi25.heig-vd.ch. A student brief became a real piece of work in the world.
The lesson that stuck was how much of this lived in the words. A landing page about something as personal as "could I do this?" succeeds or fails on tone, pacing, and the size of the step it asks for, far more than on visual polish. Writing my way from a stranger's doubt to a confident first click taught me to treat UX writing as the structure of an experience, not its decoration. Seeing the concept go on to become a real UEFA campaign was the proof the story had carried.
- DemoLanding page — Figma prototype (opens in new tab)
- DemoEuro 2025 photobooth (opens in new tab)
- PDFPitch deck (opens in new tab)
- PDFOne-pager (opens in new tab)
- PDFMirror poster (opens in new tab)
- WebHEIG-VD project showcase (opens in new tab)
- WebWhy Not You? : le concept présenté à la finale de l'UEFA Women's Euro 2025 (opens in new tab)
