COMIC RELIEF

THE AUDIENCE

How do we reach millions of young people in Africa with important health messages, like the importance of wearing a condom, using a mosquito net or drinking from clean water sources?

Premier League Football provided us with the perfect gateway to our audience.

In many parts of Africa, villagers gather around one television screen to watch games, giving us a way to reach an otherwise sporadic audience.

The Idea

Working with Comic Relief and The Premier League, we choreographed goal celebrations to carry important health messages.

We all remember The Robert Milla Shuffle, The Gazza Dentist Chair or The Klinsmann Dive.

What if we could create the Didier Drogba Condom; a celebration that raises awareness for young people to wear a condom.

Working with no budget, the power of the idea persuaded huge teams to take part, including Arsenal F.C., Tottenham F.C., Portsmouth F.C., Stoke F.C., and The Ivory Coast National Team.

The players performed the celebrations live during games, prompting a cultural conversation, with team relevant videos following up in ad breaks to explain the message.