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.
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