In a powerful demonstration of solidarity and determination to combat gender-based violence in sport, Golcar United Ladies FC has launched a compelling campaign highlighting the persistent abuse faced by women in football.
The club’s recently released video campaign, aptly titled #ChangeTheStory, features squad members who bravely share actual comments and abuse they’ve endured simply for playing the sport they love. The sobering reality revealed through this initiative exposes that despite significant progress in women’s football, discriminatory attitudes remain deeply entrenched.
Club physio Stephanie Strickland, who spearheaded the campaign, shares her motivation: “As someone who works closely with these athletes every day, I’ve witnessed firsthand the impact of this abuse. It affects not just performance but mental well-being. This campaign grew from our players’ experiences and their courage to speak out. We wanted to create something that would make people uncomfortable enough to drive change.”
“All the comments you’ll hear in the video are real examples of the sexism or abuse our own players have experienced,” explains Golcar United Women FC manager Nathan Martin. “Our aim is to highlight that this is still happening, and we want to do as much as we can to put a stop to this.”
The campaign sheds light on alarming statistics that can no longer be ignored. According to research cited in the campaign, 83% of female players report receiving online abuse, with comments frequently focused on their appearance rather than their athletic ability. Furthermore, 70% of women in football have experienced some form of sexist discrimination during their careers – from unequal pay and inferior facilities to being overlooked by media and sponsors.
This abuse extends beyond individual incidents, revealing systemic issues within football’s infrastructure that have historically devalued women’s contributions to the sport.
Aligned with the United Nations’ 16 Days of Action campaign that runs annually from November 25 to December 10, Golcar United Ladies FC is embracing the powerful message that change begins with individual action. The club has adopted the “It Starts With Me” pledge, emphasizing that everyone has a role in breaking the cycle of violence and discrimination.
The initiative recognizes that combating abuse requires more than institutional changes – it demands personal commitment from every participant in the football community, whether player, coach, fan, or administrator.
“We want to spread the message as far as we can, change the narrative, change the culture and bring it to the forefront of everyone’s mind,” Martin adds. “If we can make just one small-minded person stop, think and change their behaviour, then we will have made a difference. Attitudes need to change and the abuse has to stop.”
The campaign articulates a clear vision: women deserve to be treated with the same respect and admiration as their male counterparts. They deserve safe, supportive environments to play, equal recognition, and equal opportunities.
Assistant Manager Stewart Alexander emphasizes the responsibility that extends beyond the players themselves: “This isn’t just a women’s issue—it’s a football issue. As coaches and club officials, we have a duty to set the standard for what’s acceptable around our team. When you see the actual comments our players face, it’s impossible to stay silent. We need more male allies in this sport willing to call out abusive behavior when they witness it.”
By confronting uncomfortable truths and refusing to remain silent, Golcar United Ladies FC demonstrates that genuine progress requires acknowledging problems before they can be solved. The club’s brave stance serves as a reminder that football belongs to everyone, and that the beautiful game becomes even more beautiful when it welcomes and values all who wish to participate.
View the campaign video on Facebook or follow the club on social media:
Twitter: @golcarwomenfc
Instagram: @golcarunitedwomenfc
Facebook: @golcarunitedladiesfc
TikTok: @golcarunitedladiesfc
Golcar United Women are proudly supporting UN Women’s 16 Days of Activism Against Gender-Based Violence.
