Modern Marketing

The FA reinforces lockdown messaging with ‘Football’s Staying Home’ campaign

By John Glenday | Reporter

March 31, 2020 | 3 min read

The FA has released a topical twist on a familiar refrain with 'Football’s Staying Home’ — an impassioned plea from some of the beautiful game's biggest stars for people to stay indoors.

Conceived as a means of promoting physical and mental wellbeing amid the lockdown, the public health campaign is fronted by Harry Kane and Steph Houghton who reached out directly to Twitter users on Monday (31 March),

Riffing on the classic 1996 lyrics to Football's Coming Home by Frank Skinner, David Baddiel and The Lightning Seeds, the campaign marries entertainment and education to engage with millions currently isolated in their homes.

Supported across all the FA’s brands and channels the campaign dovetails with the broadcast of historic FA Cup and Barclays FA Women’s Super League matches via social and The FA Player every Sunday.

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The 'Stay at Home' messaging has now permeated popular culture with exhortations to remain indoors spreading across varied mediums from Channel 4 and Time Out to the BBC.

The campaign follows a ‘Stay In, Work Out’ message from Sport England which looks to encourage people to remain active during their coronavirus confinement.

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