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Nationwide Building Society: Lessons From The Game
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Nationwide Building Society's latest campaign, "Lessons From The Game" launches today across the UK. The integrated campaign, created by VCCP, will air in the run up to the UEFA Euros Football tournament and will drive awareness for their partnership with The FA Respect Programme, demonstrating how integral grassroots football can be in helping to build a mutual respectful society. Like so many sports, the pandemic has significantly impacted Grassroots football with independent research showing that nearly 4,000 local clubs will struggle to survive post-pandemic even though 75% of parents expressed that their children had missed the ability to play. The campaign highlights Nationwide’s partnership with The FA Respect Programme and with the Euros Football tournament only a matter of weeks away, the campaign aims to highlight the importance of encouraging respectful behaviour, both on and off the pitch and the significant impact it can have. Aligning with Nationwide’s brand ambitions to discuss societal messages both powerfully and authentically, the campaign utilises real stories from real people. Launching with a hero 60-second film, it features a young football player ‘Finton’ and his grassroots football club Urmston Meadowside FC. Finton’s own voice narrates the story of his grassroots footballing career. With the help of British poet Mike Garry, Garry took Finton’s own words and re-arranged them into a beautiful poem, a process referred to as ‘found poetry.’ The poem explains that he has struggled to deal with his anger issues and as a result, found it challenging to play football with other children.
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