Stand Agency has been hired by the Institute of Groundsmanship (IOG), to help them give grassroots sport a boost.
The campaign will highlight how important the ground under our feet is when it comes to increasing participation in sports like football, rugby and cricket. The three-year communications programme will demonstrate the vital role that groundstaff play in keeping turf in top condition, raising the profile of the sector at the same time.
Commenting on the campaign, Geoff Webb, IOG CEO, said:
“The dedication of groundspeople working behind the scenes across the country is what makes sport possible. It’s time to ensure everyone understands what our members achieve and why they’re so vital.
“We’re delighted to be working with Stand Agency who have the behaviour change expertise needed to tackle this brief. We want more than just noise, this is about making a tangible difference.
“This piece of work will help people see why good quality grounds matter so much and encourage new talent to join the sector.
“Stand Agency will kick-off activity with a strand of work to tell the stories of professional and volunteer groundstaff working at all levels of sport. At the same time the agency will begin work on a brand refresh set to launch in 2020.”
Laura Oliphant, Founder and Managing Director of Stand Agency said:
“Encouraging active communities is one of the most important ways to address our health and obesity crisis, but we are not investing in our local grounds to make this possible.
“By using the skills and experience of IOG members, we want to challenge perceptions around the cost and maintenance of better playing surfaces, whilst encouraging new talent to consider this rewarding career.
“Over three years we’ll change the way people think, feel and act to drive change – the impact of which will be felt at all levels of sport.”