FA launches campaign to encourage football participation

The FA is hoping the integrated campaign will “harness the power of the nation’s passion for the FIFA World Cup” and convert the nation’s “enthusiasm and optimism” into participation in the game.

The FA says around 27 million people will watch England’s matches in the Wold Cup in South Africa.

The campaign focuses on ’England Football Day’ on Saturday 12 June, the day of England’s first game against the USA in South Africa.

As part of England Football Day the FA is hosting a day of football coaching for children at Wembley encouraging communities and football clubs around the UK to set up their own coaching days to get children involved in playing football.

As part of an outdoor marketing push, England boss Fabio Capello has written a “letter to the nation” which will appear on billboards in the 12 Candidate Host Cities in England’s bid to host the 2018 FIFA World Cup.

The FA plans to utilise social media alongside traditional media to engage fans during the first World Cup to take place in a “mature social media age”.

Capello also features alongside England players in six short films that will be streamed through paid-for online channels including FATV, the FA’s own TV channel.

The FA is launching a viral app via its Facebook page when the final FIFA World Cup squad is announced on 1 June.

The FA is also now utilising its own TV channel, FATV, as an outlet for key marketing messages, particularly around the live streaming of games.

Simon Freedman, head of marketing at the FA, says: “A FIFA World Cup offers the best possible opportunity to help nurture the next generation of England players and encourage people simply to play football to improve their lifestyles.”

The media planning and buying was handled by AMS. Digital material has been created by Dare.