BACKGROUND
Barclays Spaces for Sports has invested £60m in the UK via funding from Barclays and the Football Foundation. The £30m invested by Barclays is the single biggest investment in grassroots sport ever by a private company in the UK. To profile the potential for sport to revitalise local communities and increase understanding of the Barclays Spaces for Sports programme, street dance group Diversity were enlisted to front the campaign.
STRATEGY
The campaign was hooked onto the release of research, exploring the role sport can play in helping young people to feel part of their communities. We set up interviews with members of Diversity, a Barclays Spaces for Sports site manager and a Barclays spokesperson, with relevant on air and online media owners.
RESULTS
We achieved coverage on 172 radio stations, including talkSPORT and BBC Radio 1Xtra, with a combined reach of over 35 million worth an advertising equivalent of £238,032. Coverage was also secured on nine websites, including the Daily Express and Yahoo!