The Bobby Moore Fund for Cancer Research UK has partnered with engagement specialists PSONA for its ‘Team Believe’ campaign which sees a raft of famous faces pledge their support to Football Shirt Friday.
Running throughout bowel cancer awareness month this April, the campaign is aiming to raise awareness and funds for Cancer Research UK’s work to beat bowel cancer. It promotes Football Shirt Friday, which is a fundraising initiative that asks people to wear a football shirt on 28 April and donate £2 to the Bobby Moore Fund.
Created by London based engagement agency, PSONA, the promotional push around the campaign has launched with a 60 second ad featuring famous names including Moore’s teammate and fellow World Cup winner Sir Geoff Hurst, actor Ray Winstone, Northern Irish jokey Sir AP McCoy and Sky Sports presenter Bianca Westwood.
The spot sees all the names involved repeat the mantra ‘I believe’, in reference to the ambition to beat the disease, which claims the lives of more than 44 people every day in the UK.
In addition to the ad, the campaign will run across digital, social, print and OOH. In an attempt to target football fans the ad will be shown on the big screens during the FA cup semi-final in April.
“We want to get as many people as we can wearing their football shirts on Friday 28th April and PSONA has helped us build a real sense of excitement around the campaign,” said Stephanie Moore, widow of the 1966 World Cup winning captain.
She added: “The creative PSONA has developed really captures the passion of a football fan and demonstrates how, by applying this ambition and determination to beating bowel cancer, we can make a real difference.”
Neame Ingram, executive creative director at PSONA added: “The passion and dedication we’ve seen for this cause – from the celebrities involved to the public at large – has already been amazing.
“It’s been an honour to help the Bobby Moore Fund and hopefully we’ve played a part in putting Football Shirt Friday on the map.”