Respect the Game

The Respect the Game campaign addresses poor behavior towards referees in northern NSW football, fostering a culture of respect and ensuring a safe, enjoyable environment for players, officials, volunteers, and spectators.

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Creating a Culture of Respect in Football

The Brief

Hunter Medical Research Institute sought to: address poor behavior in football by fostering respect and accountability to protect participants, volunteers, and the game's culture.

The Solution

Respect the Game, a behaviour change campaign, emphasizing collective responsibility to eliminate abuse, encourage respect, and build a stronger football community.

Key Campaign Activities:

Content marketing
Proactive media outreach
Email marketing
Social media marketing
Digital advertising
Partnership with local football clubs
Respect the Game Pledge: Encourages individuals to commit to driving respect within the game.
Rules of the Game Quiz: Helps participants better understand referee decisions.
Behavior Reporting Options: Provides a spectrum of complaint-handling measures for addressing poor behavior.
Experience Sharing: Gathers feedback to improve the football culture.
Mental Health Resources: Connects those affected by poor behavior to support services like Lifeline, Beyond Blue, and Headspace.

Mike's Role

Mike’s expertise was instrumental in bringing this campaign to life. His contributions included:

Developed campaign strategy to drive impactful results.
Managed project timelines, deliverables, and overall execution.
Campaign copywriting
Video production management
Coordinated and engaged with key stakeholders to ensure alignment.
Measured and reported campaign performance to evaluate success.

900+

Respect the Game Pledges

2.5k

Quiz completions

5k

Hero video views