The Missing Backline

In the UK, football is a universal language. Fans believe that a strong defence is key to winning games. Yet, they do not apply this same logic when it comes to their children's health. During preseason, 21Grams partners with one of the biggest clubs in the country to expose the defensive gap in children's health through a live stunt. We removed the entire defence from the team for the first 10 minutes of the game. As confusion built up in the stadium and online, the defenders returned to the pitch, revealing our message, "Don't play without defence. Don't live without vaccines." Using time and geolocation triggers, messages were sent out to parents to book vaccination slots right from their seats.