2023 Review: Purpose-Driven Campaigns

With 2023 coming to an end, it is an appropriate time to reflect on the various strategies and campaigns in the sports industry that led to a positive impact. The past 12 months have seen organisations of varying shapes and sizes do their bit in trying to improve the lives of their community and wider society. From campaigns addressing inequality and discrimination to tackling sustainability concerns, the sports industry has taken some huge strides towards a purpose-driven world.

These are the top five campaigns that caught my eye this year:

Norwich City FC

This campaign from Norwich City FC around mental health is an example of brilliant storytelling. Not only does it convey a strong message but it also brings out the values and ideology of the club.

A noteworthy aspect of this campaign is that it inspires action by calling for people to 'check in on those around' them. Good storytellers know how to ignite the right passion and emotion with a clear understanding of what needs to be done.

ICC Men’s World Cup

The ICC Cricket World Cup 2023 was the most-attended ICC event ever! The month-and-a-half-long spectacle culminated in a record OTT viewership with 59 million people tuning in to watch the Final.

Of the countless partner activations and media campaigns, the most impactful initiative was DP World's 'Beyond Boundaries Initiative'. This simple yet strategic campaign hit all the right notes of purpose-driven marketing.

We move Cricket, so that Cricket moves you.
Using our smart logistics to go beyond boundaries with the legendary @sachin_rt and make the @cricketworldcup possible. #SmartLogisticsBeyondBoundaries #DPWorldxICC #CWC23 #Partnership pic.twitter.com/gpOKYMTT5D

— DP World (@DP_World) October 27, 2023

• Social Impact
  10 kits delivered to grassroots clubs for every 100 runs scored by a team. 2000+ cricket kits pledged to be distributed during the tournament.
• Brand Exposure
  Every cricket fan has seen the camera pan to the scoreboard in the stadium whenever an important milestone is achieved. The batting team crossing 100,200,300 etc. is one such event. DP World utilised this window to shout about their work which generated a great ROI, given how well attended and streamed the World Cup was.
• Influencer Partnership
  Celebrity partnerships and activations open up a whole new audience demographic for a brand and are often an effective way to create awareness. What better way to do that than having a legend in Sachin Tendulkar as your ambassador!! His demi-god status in India is probably the most sure-shot route in creating brand awareness in that market.

Forest Green Rovers (FGR)

FGR is widely regarded as the 'greenest club in football'. From housing an organic football pitch to their commitment to veganism throughout the club, FGR has been pioneering the cause of sustainability and environmental conservation.

This year the club utilised its partnerships to co-create a positive impact in the community.

The partnership with the rock band Grateful Dead allowed them to roll out environment-friendly travel wear for the 2023/24 season. This may seem like an insignificant step but it is worth noting that not many clubs across any sport undertake such initiatives, let alone in League Two of English football.

The second initiative aligns with their goal of a sustainable stadium. FGR installed innovative dugout seats in a unique initiative with Jaguar Land Rover (JLR). These seats, made of repurposed material, reinforce the club's commitment to sustainable practices while enhancing the matchday experience. This partnership is a good reminder of how co-creation can yield positive results overall.

SailGP

For the uninitiated, SailGP is an international sailing competition founded in 2019. Right from the outset their purpose has been clear - to become the world's most sustainable sport and entertainment property. They even have a Chief Purpose Officer to guide them with their purpose-driven strategies; a role that is non-existent in any other sports organisation.

This year, SailGP introduced its first-ever 'Race for the Future' takeover in Dubai. The platform highlighted the steps taken by the organisation to combat climate change and sustainability issues.

A few activations included:

• A display of the largest temporary solar array installed at an event.
• 100% clean energy to power the event, saving 64 tonnes of carbon.
• Using technology to make their broadcast and race management capabilities environment-friendly to reduce carbon footprint.
  

Through its first-ever Race For The Future takeover, SailGP is once again sending a message to the sporting world of what is possible when you challenge, innovate and act - Hannah Mills, Global Purpose Ambassador, SailGP

French Women’s Football

This campaign for French Women's Football is another masterpiece in storytelling. It challenges the biases around women's football and highlights the need to move beyond them.

The use of technology and creative storytelling in this advert amplifies the impact. The clever use of VFX to mask the skilful display of football with the men's team before revealing the real picture adds excitement to the messaging. It goes on to show how well an out-of-the-box creative is received when it comes from an authentic place.

Let's hope this momentum to move towards a more purpose-driven approach is maintained in the new year. The sports industry has a huge potential to lead the way by using some of its inherent transformative qualities to create positive change.

Please feel free to reach out to discuss any similar purpose-driven campaigns that you are involved in or are aware of. Our goal is to bring such stories to the limelight.