Imagine this…it’s March 2021 and due to COVID regulations, we’re currently quarantining in our hotel rooms for 48 hours before we can go film with the England squad for our Nationwide x FA Coin for Respect Campaign.
We’re also being fed the same food as the players, so it’s safe to say none of us ever want to eat carbs again by the time we’re freed.
Fast forward almost 12 months and it’s awards season – first up was the Don’t Panic European Content Awards and we’re up for Collaborative Content Campaign of the Year. It’s a win!
“The judges thought the overall structure of this campaign was really simple and effective with a clear endpoint. They particularly liked the positive approach and messaging throughout. The judges especially loved the creative process and thought this campaign had a great concept, which was well executed, especially given the Covid challenges involved.”
This award is hopefully the first of many for what the whole team can agree is one of the best things we’ve worked on. The combination of detailed and well-executed PR alongside high-quality video content – and the social support of both Nationwide and England Football – meant this campaign was incredibly well-received and led with a really positive message.
Not only did we get masses of coverage and exposure, but we genuinely enacted behavioural change which isn’t something we as PRs often get to say. Via our campaign, 15,000 grassroots referees across the UK now have a Coin for Respect of their own, allowing them to start every match with respect.
Congratulations to everyone who helped bring this campaign to life.