80,000+ football fans were the first to see our latest piece of work for The FA at the England v Egypt friendly game this week.

For the last 6 months or so we’ve been heads-down dreaming up a creative for The FA’s Respect programme. If you’re not football crazy (what it must be like?!) or familiar with the programme, its aim is to cut down physical assaults on referees by players in the adult grassroots game, and verbal abuse of kids by parents in the kids’ league game.

We came up with one simple, impactful execution aimed at each of our audiences; our strategy was to find a way of holding a mirror up to the players on the pitch & the parents on the sidelines who make the game un-enjoyable for the rest of us, and to use the embarrassment of both peer pressure & plain old self-consciousness to make our offenders realise the impact of their bad behaviour.

We’ve made two films for tv & online broadcast to support the programme. Check them both out here: www.TheFA.com/respect

We’ve also come up with matchday programme ads, changing room posters (for grassroots league clubs), rich media, and a digital distribution/seeding plan to get The FA’s message in front of as many offending players & parents as possible.

Our films went live at this week’s England v Egypt friendly in front of 80,000+ people, and will be in rotation online, on Sky, and in a Goals/Powerleague changing room near you. We love football, and we hate the abusive crap that gets in the way of ours & everyone else’s enjoyment of the beautiful game. Have a watch and pass them along to an offender near you.

-Lindsey