FA Respect: Positivity Always Wins

The FA’s RESPECT campaign encourages positive behaviour in grassroots football, especially amongst 16-18 year old male players. The FA’s research showed that 9 out of 10 people in the grassroots game already show positive behaviour and respect - so rather than tell people off, we wanted to platform and celebrate the people who play football with the right attitude. Positivity always wins!

In our four-part content series, football content creators Moses Duckrell and Morfo Peyiazis spent time with guests who could bring the key campaign message to life by sharing their unique experiences of maintaining a positive attitude within football. The lineup included footballing legend Ade Akinfenwa, former Hashtag United captain Alex Bailess, content creator Jelani Inyama and football freestyler Ben Nuttall.

To appeal to our target audience, we devised a content style that defused any corporate or authoritative feeling using low-fi, stylish and playful filming techniques, editing styles and graphics. Drawing inspiration from Instagram stories and Tiktoks made by a young and experimental football community, the powerful campaign message was delivered as much by the aesthetic and medium as it was by everything that the guests said.