2009/2010 Promax UK Student Awards.
The closing deadline is Friday 2nd July 2010Entries postmarked or sent on that day will be accepted, unfortunately after that date they will not.
THE CLIENT
The Charity: The Homeless World Cup
The Homeless World Cup:
The Homeless World Cup uses football to energise people who are homeless to change their own lives. It presents homeless people in a positive new light to governments, media and the public, to destroy stereotypes and change attitudes.
It does this by putting on a world class, international football tournament every year, where teams of homeless compete for their country. The next tournament is The Rio 2010 Homeless World Cup.
It begins with national grass roots organisations encouraging homeless people to play football throughout the year. There are now partner organisations in approximately 70 nations with 30,000 homeless people getting involved with football all year round. They use training, trials and national Homeless Cups to select the players for the national team which will participate in the Homeless World Cup
Who is our target?
We want to reach young people in the UK, from 12 – 22 years old, with a grass roots campaign making them aware that the reality of homeless people may not match their preconceptions.
We want them to think about people who were headed for good opportunities when something happened to take them down a wrong track. They may currently think that the homeless are slackers that don’t need their money because they’ll spend it on drugs or alcohol. We want to change that perception and help them see these are not bad people, just people in challenging times. Many homeless people in the UK (1 in 4) are ex-soldiers who dedicated their life to their country and on leaving find themselves homeless.
We need to make it clear that their donation will go to something real that will change lives forever, and help people get off the streets and back into society.
We want them to feel that their help makes all the difference. They can be personally involved by supporting homeless people who have the courage and determination to change their own circumstances.
What do we want young people to do?
The Homeless World Cup in the UK is creating a grass roots campaign to raise money, awareness and create real fans of the Homeless World Cup. “Lace Up” invites young people to buy Homeless World Cup shoelaces and wear these to demonstrate they are a fan of the Homeless World Cup which supports homeless people changing their lives.
Your Creative brief:
Come up with a grass roots campaign using the Lace Up idea to raise money and awareness for the Homeless World Cup.
Make the campaign personal. Help young people understand that their participation and £3 donation will help change someone’s life.
You will need to make these Homeless World cup laces as iconic as some of the other charity statements like the Yellow Bracelet for Lance Armstrong’s donation to cancer research or the Veteran’s Poppy.
In particular you will need to find a way to create a buzz in social media and capture young peoples imagination about how they can help and become a fan of the Homeless World Cup.
Proposition:
Help the Homeless World Cup change people’s lives with Laceup laces.
Support:
Spend £3 on Laceup laces to support the Homeless World Cup.
Homeless people go from being excluded to representing their country on the global stage with the Homeless World Cup. They go from being ignored to being cheered by thousands and interviewed by the world’s media. They go from no hope to knowing they can do it. They experience a complete psychological change from which there is no going back.
The Lace up campaign generates income that help fund the tournament, housing, food and local transportation. There are a lot of expenses involved in an international tournament of this size and it is all managed by a charity.
Your £3 to buy Laceup laces helps make this tournament happen.
The media: Posters, press, magazines, online banners, virals, school information pack fillers, Twitter, Facebook or other social media applications. Consider unusual media like graffiti, fly posters and stickers. Consider donation mechanisms on text and the web.
Please complete at least 2 of the media choices.
Additional information about the Homeless World Cup:
Homeless people have the opportunity to be part of a team, to form a routine and train weekly, to take a healthy approach to their lifestyle, make friends, to regain self-esteem, confidence and respect. Now they are ready to address other issues. Over 94% report a new motivation for life and over 70% report at least one significant life change such as such as breaking a habit of drugs and alcohol, finding a home, finding a job, getting an education, reuniting with friends and families, training to become football coaches and even going on to become football players. Over 70% continue to play football and do sport. It is important to note that social inclusion initiatives achieve around 30% change.
Examples:
David Duke, homeless in 2004 and fighting an alcohol addiction. He represented Scotland on the football field at the Gothenburg 2004 Homeless World Cup. He quit alcohol, completed a HND in Community Development, and became a football coach. He led Scotland to victory against Poland (9-3) in the Copenhagen 2007 Homeless World Cup. He now runs Street Soccer Scotland giving 500 homeless people the chance to play football and change their lives.
Martin in South Africa was a street kid from the time he was a small child and become a prolific gangster. He got involved in football via the street soccer project in Cape Town. Eventually he made it to the Milan 2009 Homeless World Cup and now wants to inspire other young kids to change.
Tracey, Australia has given up drugs and alcohol and now has her kids back: “My old life doesn’t exist anymore because of the Homeless World Cup.” Every player has a story like this.
The Homeless World Cup is supported by UEFA, United Nations, Nike, ambassador Eric Cantona and international footballers Rio Ferdinand, Didier Drogba.
The first Graz 2003 tournament took place uniting 18 teams of homeless players. It has since grown to 56 nations at the Melbourne 2008 Homeless World Cup, including a pilot Women’s Homeless World Cup. The Rio 2010 Homeless World Cup takes place in September before it moves to Paris for the 2011 Homeless World Cup.
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