The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Join In ITV

ITV and Join In look to drive volunteering in community sport through ITV Local Heroes campaign

Author

By Natalie Mortimer, N/A

June 2, 2014 | 3 min read

ITV has teamed up with sports charity Join In to launch the ITV Local Heroes campaign, which aims to encourage volunteering in local sport.

Ian Wright stars in the ITV Local Heroes advert

Created out of the London 2012 Olympic and Paralympic Games, Join In, along with ITV, are aiming to inspire viewers to be active and make a difference in their local communities.

The ITV Local Heroes campaign kicks off on 4 June with a promotional trail starring ex England footballer Ian Wright, and will highlight the importance of volunteers within community sport.

The ad will debut during England’s pre-World Cup friendly against Ecuador.

The campaign will be brought to life in ITV Fever Pitch, the broadcaster's World Cup fan park in Manchester, where games will be screened every match day in a beach soccer stadium, and in the mornings, a community programme will run where schools from the North West will receive beach soccer lessons from professionals.

Sara Hanson, ITV’s head of corporate responsibility said: “This summer ITV will be bringing some of the world’s biggest sporting events into our homes, and we hope to channel some of that national pride and emotion into local community sports.

"Over the year we run a number of public campaigns linked to our programming or national events to encourage more viewers to make a difference. Our hope is that fantastic events like the World Cup will inspire viewers to get active and offer their help, so even more people can enjoy community sport - there is no better time to become an ITV Local Hero.”

It is hoped that the campaign will generate around 100,000 new volunteers, which according to research from Join In, would mean up to 1.2 million new participants could get involved with local sports.

Join In ITV

More from Join In

View all

Trending

Industry insights

View all
Add your own content +