We love a campaign that plays to win – especially when the stakes are as high as ensuring every child in the UK has the chance to get active.
So, when we were asked to help drive awareness of The Multibank, powered by Amazon, we came up with the idea of launching a summer sports drive. We knew that, for the launch, we needed a heavy hitter to lead the line, hence bringing in tactical mastermind Sir Gareth Southgate.
While the nation gears up for a massive summer of sport, there’s a sobering reality behind the scenes.
We found a heartbreaking “kit gap” as tens of thousands of parents have seen children forced to give up on their sporting ambitions because the cost of equipment is simply out of reach.
Amazon wanted to change the game.
The goal? To highlight their “You Buy, We Donate” initiative, where every third purchase of selected sports products is matched with a donation to The Multibank, and ensure thousands of items reach the kids who need them most.
We took Sir Gareth to The Felix Project in London (one of the key hubs in The Multibank’s nationwide network) to see the impact firsthand.
Surrounded by bins of sports gear ready to go to new homes, the former England manager spoke passionately about how participation in sport shouldn’t be a privilege of the few, but a right for the many.
By the time the whistle blew on launch day, the story was everywhere. We secured a Press Association exclusive which sparked a wave of national coverage.
The campaign landed with a bang across the likes of Mail Online, The Independent, Evening Standard, ITV News, LBC TalkSport, Capital and delivered around 170 more pieces across the UK media.
In a summer defined by competition, we’re proud to have helped Amazon and Sir Gareth Southgate ensure that, when it comes to the joy of sport, no child is left on the sidelines.
