• Loading…

Paddy Power

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaigns / 2014

Paddy Power is a betting firm that applies mischief to everything it does. This time, the brief was to tackle homophobia in football. We teamed up with gay charity Stonewall and sent rainbow coloured bootlaces to all 5,000 professional footballers in the UK. We then used advertising, PR and social media to encourage the players to wear the laces - and get the whole nation “Right Behind Gay Footballers”. Players from over 54 professional clubs wore the laces and the campaign generated over 400 Million media impressions plus 320 Million Twitter impressions, in just one week.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again