Presenting an equal view of football

We worked with Getty Images to create a free, diverse bank of 75 images of fans, coaches and grassroots players from across the globe, captured throughout the WC23 in a bid to show an accurate depiction of football in 2023. Media and brands are encouraged to use the imagery and increase their SEO rating and likelihood of mass use.

Implementation

We employed a phased approach to bring the issue – and solution – to light:

• Phase 1 gifting: Gifted influencers and media a WC23 pack celebrating the different teams playing through the tournament in exchange for social support
• Phase 1 interviews: Held interviews with SD advocate, Fara Williams, during the WC23 to personalise the story
• Phase 2 announcement: Released the imagery post WC23, driving coverage across multiple sectors
• Phase 2 interviews: Held interviews with Frasers Group CMO, Beckie Stanion, to discuss how the campaign ties in with SD’s wider marketing plan
• Phase 2 influencer posting: Contracted influencers to promote the imagery on social whilst providing their own take on what an “equal view” of football looks like