GE Appliances has its eyes on the future of Canadian women’s soccer, even if the World Cup is now in the past.

The brand has launched a call to action, “On the Line,” as a reminder of the continued, ongoing challenges female soccer players face compared to their male counterparts. It’s built around the idea of forward-looking “one day” statements, such as one day, players won’t have to be both athletes and activists, or that one day, they won’t have to go abroad to pursue their dreams of playing professionally.

“What we really wanted to do was something more purposeful and to advance the game and make it better,” says Bob Park, chief brand officer at GE Appliances Canada. “My philosophy has always been, when you get involved in sports at any level or any sponsorship activity, it is has to go beyond being a rink board, a field board or an LED sign.”

According to Park, while these kinds of outreach prove fruitful in the short term for some brands, what’s far more impactful is a continued, sustained commitment, which resonates with consumers in the long run and builds better relationships. It’s about standing behind core beliefs and doing something meaningful with the community, beyond “traditional marketing of sport.”

Park tells strategy resources for Canadian women’s soccer haven’t kept up with the men, and therefore GE wanted to offer its support, both with its campaign work, but also with a pledge of $100,000 earmarked to support women’s soccer programming after the national team raised issues with how budget cuts and reduced support were impacting their careers and preparation for the World Cup.

The creative will run on TV and digital media, including airing on key broadcast networks ahead of Canada’s Olympic qualifiers this Fall. The digital plan also includes a dedicated microsite where Canadians can share their own “one day” hopes for women’s soccer that will be added to a “digital clothesline” showing support from across the country. The digital clothesline is a virtual version of an experiential component that will have shirts with “one day” messages hanging at Exhibition Place in Toronto, surrounding the stadium where the women’s national team will play their next home game against Jamaica. The installation will be up until Sept. 4 and will travel to Vancouver later this year.

According to Park, the consumer target is younger, and GE Appliances is actively going after more diverse audiences, something it hasn’t done successfully in the past.

The creative was developed and executed by FCB Canada, with the digital media campaign led by Jungle Media, which took over as GE Appliances’ new media AOR from Media Experts in the spring. Craft Public Relations is leading PR efforts.