Photo: Mimmi Hålldén

Locker Room Talk started as a UF-company but has developed into and organisations that’s part of the sport organisations development plan and they have accepted Facebook’s award for best media strategy and Zlatan’s Number 10-award.

They jokingly thank Trump for the name, but the idea comes from much more than that. The founders realised that the rough talk that happens in changing rooms lead to crooked values that in turn lead to sexual harassment and rape.

To counteract this pattern they decided to stop the problem before it starts. LRT’s method is that they travel around to boys’ teams, ages 10-14, and talk with them 15 minutes before practice for 8 weeks.

They teach good values in equal rights-issues, like for example LGBTQ in an accessible way in short shifts. They use VR to show how the worst kind of locker room talk can sound and to teach the boys how they can speak up in a good way.

They want to create a new image of manliness. “We’re all boys, we can all be boys in many different ways” they say. Aside from Zlatan they’ve also been supported by football-player Jummy Durmaz. LRT were the ones who started the #BackaDurmaz-campaign. “After he supported us it felt right to support him back.”

When they accepted the Number 10-award something strange happened: young people started contacting LRT and asking them to come and help their team. Throguh having boys talk with other boys and bringing their idols into it, LRT gets people who otherwise wouldn’t care to get engaged.

Text: Freja Lindstedt