The
Brief

To continue to raise awareness of the partnership, the EFL and Mind wanted to plan activity around World Mental Health Day on Thursday 10th October. In order to do so, the ‘Goals Worth Talking About’ campaign was launched.

The
Solution

/ PR

/ Activation

If there’s one subject that gets fans talking, it’s iconic goals from their club’s history. To highlight the importance of conversation, we wanted to bring the goals to life through stunning street art, supported by opportunities and calls to action for people to have real conversations.

To give the campaign longevity, we started the creation of artworks on Thursday 3rd October, with a new piece coming to life every day leading up to World Mental Health Day. Each piece was supported by a pre- and post-event press release and media calls, ensuring media presence and coverage in the lead up to the final event – an exhibition of all the works in a gallery in London.

The process of bringing the campaign to life involved:

1. Working with the EFL and Mind to choose locations reflecting a wide geographical range
2. Working with councils in key towns & cities to find locations for the artwork
3. Working with chosen clubs to ask their fans (via Twitter polls) to vote on the most memorable goal from their club’s history
4. Finding and liaising with local street artists for each location
5. Drafting press releases for each location and securing media coverage and attendance
6. Liaising with media to ensure presence and coverage of each location
7. Attending each of the locations to ensure it runs smoothly and media enquiries are catered for
8. Finding a venue for the final event, organising catering and bringing it to life with large-size canvas prints of the artworks
9. Organising the final event, ensuring media presence and coverage of the whole campaign