Football brings people together, but with two-thirds of fans admitting to struggling with their mental health, and 1-in-3 never speaking about it, it’s clear football has a problem.
In partnership with Three UK, we launched #TalkMoreThanFootball — a campaign designed to spark open conversations among football fans.
We brought former footballer turned Hollywood hardman, Vinnie Jones, back to the changing room for a special ‘Team Talk’ to the nation, featuring Chelsea FC players, via a passionate monologue on an issue plaguing fans across the nation.
We launched the video at Stamford Bridge during Chelsea’s match against Manchester United, the campaign was amplified across TV, digital, social, and partner channels.
The campaign became Three’s most successful brand initiative to date, with a clear impact on audience sentiment with ⅔ of football fans said they were more likely to check in on a mate as a result of the campaign .
The emotive team talk video racked up over 31 million views, with the #TalkMoreThanFootball hashtag trending on X during launch day and the content reaching TikTok’s trending page at number 7.
The campaign achieved over 375 pieces of press coverage resulting in Three having the highest share of voice in the market during launch month, successfully positioning the brand as a leading voice in mental health advocacy within football culture.
