Paddy Power: Rainbow Laces

markettiers4dc delivered the broadcast outreach for bookmaker Paddy Power to amplify the launch of their Rainbow Laces campaign; a week-long drive to tackle homophobia in football, in association with leading Gay Rights charity Stonewall. Paddy Power and Stonewall sought to promote the support for gay footballers in the UK by asking professional players to wear rainbow coloured boot laces in their club fixtures on Septemr 21st and 22nd. Football fans were encouraged to get involved on Twitter, using the hashtag #RBGF to spread the word and show that they are ‘Right Behind Gay Footballers’.In advance of the campaign launch markettiers4dc secured interviews across a number of high calibre radio and TV stations with the campaign spokespeople, Paddy Power (himself) and Sam Dick from Stonewall, as well as distributing a B-roll package to television media owners.

The broadcast media coverage achieved was extensive across national and regional news, sport and feature programming with both spokespeople consistently delivering the key messages of the campaign. National highlights included Sky News, BBC Radio 1, BBC Radio Five Live and talkSPORT. Whilst regional interviews targeting stations local to current and former players who pledged their support to the campaign, proved hugely successful. In addition to the vast amount of interviews that took place throughout the week, the campaign generated a huge amount of talkability across social media and other media platforms.

Watch the highlights showreel below.