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Rainbow Laces: TeamPride Partners
Context
• Homophobic society
• Sport particularly acute
• Not just accepted, expected
• Prevents participation - and coming out
• Similar to 1980s/90s racism
…and then Paddy Power came along
Right behind gay football players
New research
• Still widespread – 72% of fans have heard abuse
• Most want sport to change – 63% say more should be done
• Young people believe as banter, it’s fine – 22% vs 13% overall
Refreshed brand and mission
• Change attitudes through sport
• Reduce chants and abuse
• Make sport everyone’s game
Activating corporates and partners
• How to make Rainbow Laces visible
• Steering group – TeamPride
• Making connections
Rainbow Laces Week 2017/18
What does success look like and how can TeamPride support?
• Sports involved
• Talent – TeamPride 11? TeamPride Athletes?
• Creative collateral and stunts
• Communications
• Sport engagement
• Partnerships
• Sponsor letter
Impact
• 833 media hits
• 24% saw the campaign
• 35% who regularly watch sport
• Proportion of 25-34s who think homophobic language
is acceptable dropped from 23% to 15%
Questions and thoughts
#RainbowLaces
Kim Sanders
@kimmyksanders
@stonewalluk
Jon Holmes
@jonboy79
@SportsMediaLGBT
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
25 January 2018
Seminar
London
#CCpartnerships
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with effective partnerships