British Gas tackles kids' role model gap

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The stats don't lie

Nearly all adults - 97%, to be precise - agree that visible female role models matter for children. Yet a third reckon there simply aren't enough of them in public life. Even worse, 60% think children's books, TV, and film fall short when it comes to portraying girls as ambitious and successful.

Enter the Thing family

British Gas clearly decided somebody had to do something. Their answer? A new illustrated children's book series called The Things' Football Adventures. The debut title, Match Day Mix-Up!, follows the Thing family as they head to a Manchester United vs Brighton and Hove Albion match. It's available as a free digital download, and there's even a video of Jill Scott reading it aloud - because who wouldn't want that?

Getting bums on seats

The energy giant hopes to nudge families towards women's football, whether that means turning up at local grounds or cheering from the sofa. And there's decent logic behind it: 92% of people surveyed believe seeing female footballers in media could inspire more girls to get into sport, as reported by WSL Football.

Who do kids look up to?

Olympic champion Dame Jessica Ennis-Hill tops the list of most admired female role models, with Dame Kelly Holmes, Alex Scott, and Jill Scott close behind. A whopping 96% of respondents want more stories featuring girls as athletes. Hard to argue with that.