Premier League Unveils Lgbt Campaign
The Premier League has launched ‘This Is Everyone’s Game’ – an integrated campaign that forms part of its long-standing commitment towards Stonewall’s Rainbow Laces initiative.
The creative concept will see the Premier League logo transformed into rainbow colours with accompanying text to promote the message that football is for everyone.
The activity forms part of a three-year partnership with Stonewall, the British charity for lesbian, gay and trans equality, which celebrated its annual #RainbowLaces Day this week.
‘This Is Everyone’s Game’ will unite the Premier League’s 20 clubs to together champion the LGBT community and continue efforts to promote equality and diversity in football.
In conjunction with media, content and technology agency Wavemaker, the campaign was put together by creative innovation agency, The VMLY&R, whose previous sporting clients include the International Olympic Committee (IOC).
The media activity will launch on Friday 30th November with a cover wrap of the Metro newspaper, before then running across print, out-of-home, digital and social channels throughout two rounds of Premier League autumn fixtures.
The Premier League also plans to publish a series of short films showcasing LGBT football fans across its own channels over the campaign period.
Earlier this month, the Premier League revealed its initial activation plans to promote this year’s edition of the Rainbow Laces campaign, allowing each of the twenty clubs the chance to host a home game dedicated to the campaign, using a variety of campaign messages.
The commemorative fixtures will begin from Friday 30th November, when Cardiff City host Wolverhampton Wanderers, and will run until Wednesday 5th December.
Richard Masters, managing director at the Premier League, said: “This campaign promotes a message that is extremely important to the Premier League and our clubs – football is for everyone. Our clubs already do fantastic work to support equality and diversity across the sport and we are proud to be celebrating Stonewall’s Rainbow Laces initiative.”
Stonewall’s flagship Rainbow Laces campaign launched in 2013 and has become a fixture in the annual sports calendar. The 2017 edition was named Campaign of the Year at the BT Sport Industry Awards in April this year.
Commenting on the its continued relationship with the English top flight, Kirsty Clarke, Stonewall’s director of sport, added: “Such a visible demonstration of support can’t be underestimated. This is because of the powerful message it sends to young LGBT people who, after this year’s campaign, will be left in no doubt that football is somewhere they belong.”
