In a bid to ramp up its marketing activity post-London 2012 SportsAid has appointed Founded to develop a new brand positioning and support communication strategies.
The work aims to better engage with the charity’s partners, donors and fundraisers as well as reaching existing supporters and recruiting new ones in the lead up to Glasgow 2014 and Rio 2016.
Chief executive at SportsAid, Tim Lawler, commented: “More than 70 per cent of Team GB’s medal winners at London 2012 have been supported by SportsAid. It is vital that supporters understand our value and impact and now is the time step-up our brand communications.”
The creative uses the line ‘I will be next’ as a bold statement of intent from today’s promising young athletes who are training to become the sporting stars of tomorrow.
Of the campaign Lawler said: “‘I will be next’ is a clear statement of commitment and ambition – both very strong values that were evident throughout London 2012. We feel this will resonate with our target audiences. Founded has been superb. We had a missing ingredient in our story-telling and they’ve found it.”
Richard Perry, partner at Founded, added: “Sport is such an emotive area, never more so than in a home Olympics year. ‘I will be next’ is about capturing that spirit to excite the target donor audience and communicate the critical role which SportsAid plays in British Sport.
“We have a unique opportunity to leverage increased public interest in sport – particularly youth participation in sport - and we’re excited to be bringing SportsAid back into the spotlight.”
The campaign will include print, film, digital, events and social media. With a specially made film created by Us & Them (shown above) debuting at this week's Sports Ball in London.