I Know the Score - Do You?
The 5th Know the Score campaign continued to grow during the 2014/15 season and has become a firm fixture in the football calendar. The campaign utilised the impact that players have on supporters both on and off the field and saw the football world unite to help raise awareness of Bowel Cancer. Current and former players, managers from both the men’s and women’s game along with club supporters joined forces with leading Bowel Cancer charities to raise awareness of a disease that takes 3 lives every 90 minutes in the UK.
The annual poster that underpins the campaign was this year supported by former England and Arsenal legend Dave Seaman along with England and Arsenal ladies World Cup star Lianne Sanderson, Crystal Palace’s Joel Ward and West Ham United manager Sam Allardyce. Through the high profile of those involved the poster helped to encourage supporters to be aware of the key signs and symptoms of a disease that is perceived to be an old persons illness, when in fact it affects both men and women of all ages.
Poster celebrities Dave Seaman, Lianne Sanderson and Joel Ward further promoted the campaign with interviews for national newspapers, websites and TV.
PFA and LMA Chief Executives Gordon Taylor OBE and Richard Bevan wrote to all of their members requesting them to support the campaign by wearing the national bowel cancer symbol, the Star of Hope badge, during the campaign, which ran between the 11th and 18th April. PFA delegates were also requested to further promote the campaign with articles in match day programmes and on club and community websites and to tweet key messages via social media to their many followers on twitter and instagram.
To aid the visual impact of the 2015 campaign over 60 clubs organised for their players to warm up in campaign t-shirts prior to their games, these included clubs from the Premiership, Championship and Football League. PFA Player of the Year Eden Hazard was one of the many players who kindly offered support.
Over 2,500 campaign t-shirts were sent to clubs who supported the campaign, with mascots, cheer-leaders and ground staff also wearing the campaign t-shirts throughout games to heighten the visual impact of the key message.
An important part of the campaign is to ensure that the key bowel cancer messages get to supporters. In 2015 the campaign worked in partnership with West Ham United, Queens Park Rangers, Crystal Palace, Millwall and Exeter City with Know the Score themed games. Leading up to the matches the featured clubs promoted the campaign on their websites and in local papers and on the day of the game all club staff wore campaign badges. Know the Score also teamed up with Community Trusts and Foundations linking them in with their local health projects. Local bowel cancer surgeons within local NHS Health and also “Be Clear on Cancer Nurses” supported local volunteers to give out over 26,000 Star of Hope badges which highlighted the key symptoms to a broad range of supporters.
Over 200 former players working within the media also wore badges at games. The campaign also had a presence on Sky’s Gillette Soccer Saturday programme with presenter Jeff Stelling and In total the campaign gave away over 38,000 Star of Hope badges to players, managers, and supporters, with many managers and players wearing the badges through to the climax of another exciting season. former players Matt Le Tissier, Paul Walsh, Phil Thompson and Charlie Nicolas all wearing the campaign badge.
New for the 2015 campaign was the introduction of twitter boards with players and managers throughout the country using their twitter and instagram accounts to send out their support for the campaign to their thousands of followers. Through twitter alone the campaign reached over 10 million followers!
Clubs were also asked to further promote the campaign by putting the poster into match day programmes, on their websites and through twitter, so the campaign could reach the maximum number of people. A number of selected clubs also used four twitter boards with
key campaign messages on to raise awareness. Millwall FC utilised the boards further and produced a campaign video using the boards with 3 first team players and the manager Neil Harris providing fantastic support highlighting the key messages and symptoms in a very innovative way.
Media consultants Connectsport worked in partnership with the PFA to promote the campaign and enhance the communications aspect which during 2015 was outstanding and the most successful campaign to date. A big thank you to all those clubs, players and managers who kindly took part in the most successful campaign to date!
For more information please visit:
www.knowthescore.org.uk and @KnowTheScoreUK
Community Case Studies
We have a closer look at the processes and procedures that clubs have put in place to manage and organise their community activities.