Mind, the mental health charity, were in the early stages of developing a partnership campaign with the English Football League (EFL). The plan was to launch the partnership to the clubs at the annual EFL conference in Portugal on 7-8 June where the who’s who of the EFL would be in attendance. We needed a memorable presentation and leave behind that would engage and inspire club owners and chairs and encourage them to get involved and invest in the partnership.
Our strategy: the game changer!
We focused on two important statistics: that 1 in 4 of us will have a mental health problem each year, and that 1 in 4 admissions to a UK sporting event are for an EFL match. Together they illustrated the potential of this partnership and how it could make a lasting difference to the awareness of mental health in this country. We were keen to sit our campaign within the familiar world of football, so used the idea of the partnership and individual club owners and chairs as game changers.
Football as a metaphor
We wanted to ensure that the audience were engaged and inspired by the presentation, so we employed the language of football as a metaphor throughout the slides.
Inspiring a football audience via golf
Given that the conference was being held in Portugal and that most of the EFL club owners and chairs enjoy a round of golf we decided to make the leave behind something fun and relevant. We designed a bespoke box of 4 golf balls with blue ball in Mind’s brand colour bring to life the 1 in 4 statistic.
Introducing The Game Changer
It’s well known in golf that if you’re having a bad round it’s good to do something different to change your mindset, such as introduce a coloured ball. We researched the psychology of colour and the mental, physical and emotional effect colours can have on our everyday lives. Blue is a cool colour that’s good for peacefulness. We named our blue ball The Game Changer and positioned it as a way to introduce some calm and positivity into your game.
Every team is a game changer
The golf balls went down a storm at the conference with everyone taking one home and promising to go home and engage their clubs. We followed this messaging up with a personalised letter to each club owner, chair re-iterating the game changing nature of the partnership.