We knew we had to build on the successful 2023 campaign, “Lionesses You’re Our Pride”, by continuing KIND’s legacy of sending a message from the nation to the Lionesses with kindness at its heart. It was this insight that led us to Lioness Letters, where we travelled cross-country ahead of the tournament with Janet and fellow 1972 Lioness Sue Wyatt, to collect handwritten letters of kindness, motivation, and support from the public for the Lionesses.  Even the Men’s First team got involved, who wrote their own messages of support to the Women’s First Team including Reece James, who wrote to his sister Lauren – a Lioness herself – and culminated in a touching moment where Ella Toone received a surprise letter from teammate Grace Clinton, which Ella then posted organically on her Instagram channel, (841k followers) demonstrating how personally touched she was by the sentiment of Lioness Letters.