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By Chris Sutcliffe, Senior reporter

May 15, 2023 | 3 min read

The creative agency has teamed up with the brand and Kitlocker to produce a film on behalf of Grenfell Athletic FC – the football team set up for the survivors, bereaved and wider community of the 2017 Grenfell Tower fire.

The film, which features a voiceover from rapper and songwriter AJ Tracey, is set to run on digital channels from today.

Its goal is to encourage people from the advertising industry to purchase a club shirt and to ‘help keep the dreams of… young people alive’. It is an acknowledgment and callout that people from disadvantaged areas have fewer opportunities to pursue their ambitions compared to more well-off people.

Andy Fowler, founder and ECD of Brothers & Sisters, is also a trustee of Grenfell Athletic FC. He said: “Studies show that by the age of 16, those from a less privileged background have given up on the hopes and dreams they held as 10-year-olds, but no one’s dreams should be shattered just because of where they come from. We got young people in the Grenfell community to draw their big dream for their life and it was designed onto the new kit so that anyone wearing the shirt is carrying the dreams of their community.”

As a result of that recognition, the Dream Carriers project aims to raise funds to enable the club to mentor more young people and give them opportunities and experiences to which they wouldn’t normally have access. It builds upon work Grenfell Athletic FC has already undertaken to get young people into mentorships, which has received support from brands including Nike, Mercedes, Soho House and Cadburys since it was set up.

Speaking of the drive to get the marketing industry specifically involved in the campaign, Fowler said: “Our industry has the potential to use its clout to be such an enormous force for good, and we would love to see the marketing community become Dream Carriers for the Grenfell community.

“To give your team – whether on the client or agency side – this gift to wear the dreams of the Grenfell children on their chests and keep them alive is a powerful, emotional idea and we want everyone to get involved.”

The campaign is live today. Shirts can be purchased at this link.

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