Bobby Moore Fund
Get Your Shirt On

CHALLENGE

Football Shirt Friday was created by The Bobby Moore Fund to help raise some much needed funds for the fight against bowel cancer. Unfortunately, not everyone can get involved as some by-the-book bosses and HR managers think a football shirt is unsuitable office attire. And we can’t have that now can we.

FOOTBALL SHIRT FRIDAY.

GET INVOLVED OR WE’LL GET SHIRTY.

This year, instead of targeting the staff, we're targeting the bosses. Telling them in no uncertain terms what will happen to them if they fail to take part on April 22nd.

Like Duncan Bannatyne in our campaign feature film, they could also be visited by Alan 'Bricktop' Ford, Omid Djalili and their gang of well-known 'Faces' with the message, "Get involved in Football Shirt Friday or we'll get shirty with you."

MAKING IT MATTER

This year, instead of targeting the staff, we’re targeting the bosses instead. Telling them in no uncertain terms what will happen to them if they fail to take part on April 22nd.

Like Duncan Banatyne in our campaign feature film, they could also be visited by Alan ‘Bricktop’ Ford, Omid Djalili and their gang of well-known ‘Faces’ with the message, Get involved in Football Shirt Friday or we’ll get shirty with you.

The second part of the campaign allows employees to directly send their bureaucratic bosses a short, personal message from Alan Ford himself.

The campaign campaign launched on April 1st with a fully integrated campaign, including key social media channels… outdoor… press… digital display and a staged email campaign.

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The integrated campaign launched April 1st on key social media channels and digital outdoor . . .

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. . . Press . . .

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. . . and a staged email campaign.

RESULTS

Our creative campaign really stood out and more importantly delivered the biggest fundraising Football Shirt Friday to date with an income 40% above target!

Email open rates were 13.9% (12.3% higher than the Cancer Research benchmark of 0.6%)

Online still ads generated 781,421 impressions

Our campaign film had: 1.2 million Facebook impressions; over 200,000 video views; and a reach of over 1.9 million on Twitter