The Bobby Moore Fund, the charity which raises funds for bowel cancer research, is launching a campaign to ‘get shirty’ with company bosses who do not let their staff get involved in Football Shirt Friday – the nationwide event which encourages football fans to wear their team shirts to work.
Created by Psona, it features a celebrity cast led by Snatch hard-man actor Alan Ford, comedian Omid Djalili, bodybuilding AFC Wimbledon star Adebayo ‘The Beast’ Akinfenwa and various England football legends, to create a series of films, which are being seeded on social media platforms and blogs.
The main film opens with a despondent Djalili seeking inspiration from Bobby Moore’s statue outside Wembley Stadium. Ford emerges from behind the monument and begins a typically impassioned and ‘shirty’ rant about the need to coerce CEOs and HR managers into allowing their staff to wear football shirts to work on April 22.
The video shows the gang paying surprise visits to various bosses, and ends with Dragons’ Den star Duncan Bannatyne being strong-armed into taking part.
Viewers are then encouraged to register their support and if their boss is not playing ball, they can be sent a personal video message from Ford to help change their minds. Like he says: “It’s better to wear a football shirt to work than a block of concrete at the bottom of the Thames.”
Once people have signed up and donated £2 to the Bobby Moore Fund to wear their club colours to work, they receive a thank you video from ex-England and Arsenal goalkeeper David Seaman.
The campaign is being amplified across a fully integrated marketing mix, featuring the stars of the campaign and real company bosses in sticky situations. The idea is also being executed through social media channels (primarily YouTube), outdoor media, digital display and email.
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