Are football clubs using the social marketing approach?
Posted by TeamPC on 24 Jun 2017
Behavioural change marketing is now being used by Premier & League football clubs across the UK to help deliver positive social programmes that encourage young people, supporters and fans to aim high, pursue their dreams and be the best they can be. From simple education campaigns, to funded employability programmes, there’s more to football than meets the eye!
Football is a social sport
Whether you enjoy watching football, support a local team, play it at school, or just like to go along to the occasional game, football evokes passion – real passion among different age groups. In fact, many people have called it a religion.
Whether ‘religion’ is the right term or not, it makes a point. Football has hundreds of thousands of followers across the globe and, therefore, premier league clubs like Liverpool FC and Manchester United FC among others, are well placed to use their influence to bring about social good.
Social marketing – changing individuals, inspiring communities to come together
Social marketing campaigns are aimed at inspiring belief, a motivation to change, leading to better outcomes for individuals and communities. From warning young, impressionable youngsters to steer clear of drugs and alcohol, encouraging healthy work ambitions in recently qualified graduates, to promoting the value of vaccinations to ‘at risk’ groups overseas in under-developed African countries, football clubs have the power and resources to make our world a better place.
Behaviour change fuelled by social marketing
According to UEFA, football is now an integral part of our global society and it has an invaluable role to play in driving social development and bringing its influence on to our streets and into our communities.
UEFA encourages social integration
The core directives of the UEFA social responsibility portfolio are based on a selection of five-year strategic partnerships. This is designed to tackle a number of issues including: discrimination and diversity, social integration and reconciliation, active and healthy lifestyles, etc.
By going into schools, funding specific social programmes, and creating awareness of core social issues and problems, football is setting the standard and continuing to champion successful social marketing campaigns that benefit society as a whole.
We’re Perfect Circle – an open and honest social marketing agency that delivers behavioural change for its customers. Visit us online at perfect-circle.co.uk
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