The integrated campaign titled, ‘Lessons From The Game’ launched this week in the run up to the UEFA Euros Football tournament. The aim was to drive awareness of the brand's partnership with the FA Respect Programme and show how grassroots football can be used to build mutual respect in society.

Grassroots football brings children together, giving them access to the sport regardless of age, gender, physical condition, race or religion. The pandemic has greatly impacted grassroots football, after an independent research study shows nearly 4,000 clubs will struggle to survive post-pandemic, despite 75% of parents stating their children missed the opportunity to play.

Paul Hibbs, head of advertising at Nationwide Building Society says, “You only have to visit one of the thousands of grassroots football clubs to see the positive role football plays in helping young people to develop core values of acceptance, inclusion, kindness and mutual respect for their teammates, officials and coaches.”

The campaign works to champion respectful behaviour and subtly demonstarates Nationwide’s support for active inclusion and diversity. This aligns with the brand’s ambitions to discuss societal messages both powerfully and authentically.

The video uses real stories from real people, as a young boy named Finton reads a poem written with the help of British poet, Mike Garry, about his struggles with anger issues when playing with other children. Joining the grassroots football team, Urmston Meadowside FC, helped Finton overcome these challenges as he learned the value of mutual respect.

Jim Thornton, executive creative director at VCCP says, “We wanted to celebrate Nationwide's partnership with the FA's Respect programme by celebrating some of the ways it's transformed one young man's life for the better. Written by 12 year old Finton, and starring him and his teammates, we're really proud of his simple tribute to just some of many things that are great about grassroots football.”

The campaign will run on TVC for three weeks across digital, print and OOH. Wavemaker managed the media planning and execution.