Entered by Wonderhood Studios

Two-thirds of football fans have struggled with mental health, yet one-third have spoken about it. Mobilizing existing partnerships with Chelsea and Samaritans, Three enlisted Vinnie Jones to get the nation talking. Vinnie delivered a team talk with a twist; instead of tactics, he delivered important mental health advice for the Chelsea team, with the message resonating beyond the changing room. The campaign gained extensive traction, trending on X, with 149M views, 750K social media engagement and 403 press pieces. The campaign saw Three’s association with football increase and empowered 91% of fans to feel confident opening up about mental health.