The Football Association (FA) has announced that it has adopted a new brand purpose, ‘For All’, as part a wide-ranging effort to promote equality within the sport.
The new strategy has been developed by communications agency VCCP and will sit at the heart of the FA’s work, internally and externally, from grassroots right through to England’s 24 national teams. It will attempt to relay the message that football is open to everyone, regardless of gender, sexuality, ethnicity, ability, disability, faith or age.
The new brand purpose has been released in conjunction with The FA’s new women’s football strategy. The new plan set out three core goals for the women’s and girl’s game by 2020: to double participation, double the fanbase and achieve consistent success on the world stage.
The For All campaign launches with two short films and a series of case studies demonstrating the work which the FA does to support the sport, particularly with regards to supporting the women’s game and people with disabilities.
The first film stars England defender, Casey Stoney, and follows her journey from being the only girl in her youth team to achieving 129 caps for her country. The film also touches on her experience as a coach and how the FA supported her during some of the challenges she has faced in her life.
The second film centres on the story of James Blackwell and documents the support he has received from The FA in helping him to fulfil his dream of playing for his country. Blackwell plays for the England Cerebral Palsy team which is one of seven national disability teams run by the FA.
Discussing the campaign, FA chief executive, Martin Glenn, said: We’re here for everyone who participates in the game, whatever they do, at whatever level.”
"‘For All’ will be at the heart of The Football Association and will shape everything we do both internally and externally.”