Challenge

In 2013 there were over 5,000 professional footballers and not a single one was gay. What are the odds of that?

Idea

Paddy Power not only worked out the odds they also teamed up with lesbian, gay, bisexual and transgender rights charity Stonewall and Twitter (me) to launch the Rainbow Laces (#RBGF) campaign. Initially teased and announced by campaign ambassador Joey Barton, the campaign was then officially launched by Paddy Power and Stonewall on Twitter with both the bookmaker and the charity driving people to Tweet their support with the campaign hashtag.

Results

Players from over 54 professional clubs wore the laces and the campaign generated over 400 Million media impressions plus 320 Million Twitter impressions (trending worldwide), in just one week. Each year following its launch the campaign has gone from strength to strength. Now in its 10th year the campaign has become a regular fixture in the footballing calendar and continues to drive awareness and inclusivity.

Recognition

Pink News Marketing Campaign of the Year.
IPA Effectiveness Award.
D&AD Wood Pencil - Earned Media Campaign
#RainbowLaces picked up a further two D&AD pencils in 2015.