Virgin Media carried out a survey which found that 79% of disabled football fans have experienced some form of discrimination or issue resulting from their disability when at a football stadium. 62% of these disabled fans said these experiences had stopped them form going to a live match again.
With that in mind, Virgin Media wanted to deliver a disruptive football campaign to drive social change with their charity partner Scope.
So we announced Virgin Media’s decision to donate its shirt sponsorship of Southampton FC to Scope for the Saint’s match against MUFC to raise awareness of disability discrimination in football.
We worked with ambassadors Jonnie Peacock, Richard Whitehead and a selection of SFC players to deliver their story, and on the day of the match we hosted a half time activation in the form of a penalty shoot; every goal scored was another donation from Virgin Media to Scope.
So far the campaign has gained 185 pieces of media and broadcast coverage.