The involvement of Canadian girls in sports is in rapid decline. In fact, by the time they turn 16, 1 in 3 girls is dropping out of her sport. That’s three times the dropout rate for boys. So the brief was simple: Turn the bittersweet news of Christine Sinclair’s retirement into an empowering reminder of what women in sports can achieve.

We set out to keep future generations of female athletes encouraged to stick with sports, and we knew whose voices would be the loudest: their own. We made it our mission to amplify the aspirations of Canadian girls, using their goals to inspire others.

We heard from hundreds of girls in the age bracket of those most likely to add to this dropout rate. And we used their goals to encourage their peers in a powerful way.

Over 48,000 people were at our grand showing of all the goals at Christine’s final game. And we reached even more with all the individual OOH placements. Canadian Media outlets picked up the story, and even Christine herself was moved.

“I’m overwhelmed with gratitude seeing hundreds of girls send in their future goals inspired by me. Seeing the number of young girls across Canada that I’ve inspired has reminded me of how important it is to have role models that empower us to dream big.” —Christine Sinclair

But this was just the beginning—the first step in a partnership Frito-Lay plans to continue with the Women’s Sports Foundation to keep giving girls in sports a voice.