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By The Drum Team, Editorial

February 15, 2012 | 2 min read

Salford design agency Raw has created Use Your Head, a campaign for the Football Association that aims to tackle bad language and dissent in grassroots clubs across the country.

Raw has designed a range of online resources, including an animated video, to help chairmen, managers, players and fans realise the impact that foul lanaguage can have on funding opportunities and attendance figures within the local community.

The campaign has been launched after FA research found that 58% of families going along to a game for the first time said they would not return because of swearing.

The video is narrated by Shameless star Dean Lennox Kelly.

Dermot Collins, FA Respect manager, said: "Raw’s work on Use Your Head has helped The FA deal with the difficult and controversial issue of bad language in a imaginative way."

Hosted on TheFA.com/YourGame, the Use Your Head campaign sits alongside a number of other resources including What's Your Pitch?, a range of online marketing and communication training resources also created by Raw to help grassroots leagues and clubs market themselves more effectively.

Tom Heaton, Raw's head designer on the project, said: "One of the crucial elements to both briefs was the creation of a style that would appeal to all football volunteers – young and old, male and female.

"Designing for such a wide audience can sometimes lead to a diluted style but we’ve managed to do some really nice creative, using retro football design as inspiration for both campaigns. The animated videos work really well as a hook and the downloadable resources give clubs the opportunity to create their own customisable campaigns."