Our approach

We identified the key messaging to put the thinking into context. The focus of the campaign was to get adults thinking about what kids want from football. Our work included:

  • A series of films, including challenging adult coaches to play on an oversized pitch with the world’s biggest goal.
  • A series of 16 roadshows around the country.
  • Design and print of age-specific information resources.


  • The campaign received 100% FA Board approval and the laws and regulations for youth football have been rewritten.
  • Our ‘World’s Biggest Goal’ was featured on BBC Breakfast and received press coverage including the Daily Mail.
  • Resources have been used around the world and the campaign messaging has influenced sports including rugby union and rugby league in this country.
  • Campaign nominated in the Marketing Industry Network Awards for Best Sports Marketing Campaign.

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