Sports & Social Change
- Emerged as a theme in recent years, sport and business found ways to work together towards social change
- One example saw car giant Ford working with the UK football anti-racist campaign Kick It Out, engaging young people around the company's plant outside London
> Partnership aimed to educate young people around the East of London on diversity and other issues
> involvement from professional players
- "Sport is finally realising how important corporate social responsibility projects are" - Paul Elliott, former football player
Beyond Sport
> aims to facilitate relationships between sports projects and business backers
> its 'raison d'etre' is to raise money and services from corporations around the globe, which are then awarded to projects Beyond Sport deems the most suitable
> They partnered up witht he likes of Barclays and Times Magazine
> They will/have backed 7 community projects around the world each year, and its estimated packaged can reach approx $200,000
Underarmour - #WEWILL
- Highlighting how sports can inspire, unite and help change the world
- Highlights how spirt can unite people to make a difference in their community
- Website shows Armour's various athlete-led community porjects
- Brand also launched a partnership with response organisation Team Rubicon, which helped those impacted by Hurricane Harvey
- Research conducted by Canvas8 found that 66% of fans say that athletes are role models for society
> 64% saying sports are likely to inspire positive change
Crime Intervention in Venezuela
- project Alcatraz peacefully eradicates crime and transforms violent leadership of youth offenders into virtuous leadership using the value of rugby
> brings violent gangs together and obliges them to make peace through community service, vocational training, and rugby training
> Once participants have completed their 3 month training, graduates can choose from a job within the company or participating with company in a project
HITZ - Employability across England
- Tackles some of the greatest challenges young people face today: unemployment, crime and disillusionment
- HITZ uses rugby to increase young peoples resilience, self-reliance and confidence
- Gives them the skills to get back into education, vocational training, apprenticeships and employment
> has supported the development of 3,000 targeted young people every year
> 500 of these enter a personalised study programme
> 90% complete the course
> 75% go on to achieve a positive progression into further education training and employment
This Girl Can
- Multi-award winning campaign from Sport England, This Girl Can,
> Helped changed the way millions of people thing about exercise and physical activity
> Has seen 2.8 millions more women get active as a result
- Dale explains the challenges that the second phase of the campaign has faced
> finding different ways of getting the message to the audience
> and how Sport England worked with Spotify to target ads to those who hadn't used the This Girl Can playlist in a while
What are the key trends in the industry right now?
- People are bombarded with so much media marketing that there's a requirement in everything you see towards creativity and more innovative thinking
- Find different ways of getting message across but only in ways suitable to the target audience
- Always pressure to move things more towards online, digital and social as it is cheaper than TV
> But this is not always better in terms of value for money
> You need a completely integrated mix where they all support each other
What is the most innovative thing you've done in the past 12 months?
- Working with Spotify to target ads at women who hadn't listened to the This Girl Can playlist in a while
> this looked at what people aren't doing as well as what people are
What platforms have been effective for This Girl Can?
- The most effective is Facebook
> convos we were having on their in regards to support were really helpful
> we have also extended to Snapchat for our younger audience with filters which has been really good at getting our message out
This Girl Can
Website
Features a 'create your own This Girl Can poster' ad advertising their smartphone app
Full of inspirational quotes and stories from women who have benefitted from the campaign
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