Early February 2020 saw Gillette roll out a new UK campaign fronted by Manchester City forward and Gillette Global Ambassador Raheem Sterling to launch an initiative which aims to use football as a platform to inspire and mentor the next generation of men called ‘Made Of What Matters’.
The project aims to inspire the next generation by focusing on celebrating the best of what happens on the football pitch, as well as the behaviours and values that outline what it means to be the best off the pitch.
The campaign, which also builds on the P&G brand’s existing partnership with education charity Football Beyond Borders (FBB), marks the brand’s first marketing collaboration with endorser Sterling.
The hero commercial debuted on UK Pay-TV during the Premier League match between Manchester City and West Ham United on 9 February and seeks to highlight the values that drive Sterling’s actions both on and off the pitch.
The values which have made him an inspiration and role model and which also saw him win ‘The Integrity and Impact Award’ founded by Dow Jones Sports Intelligence at the Sport Industry Awards 2019.
To further drive and incentivise engagement, Gillette is also donating money to Football Beyond Borders for every February view of the ‘Made of What Matters’ film up to £120,000. Join us by watching the video today to donate.
Linked through the initiative’s #MADEOFWHATMATTERS hashtag, the spearhead spot is supported by further content across the brand’s social channels
and via the player’s personal platforms.
If someone asks you what you’re made of. Don’t just tell them. Show them. @GilletteUK #madeofwhatmatters #Gillette https://t.co/ruQe5SIauQ pic.twitter.com/2WL8qsL4cu
— Raheem Sterling (@sterling7) February 7, 2020
“As we all strive for a more inclusive, authentic and respectful society; it champions those who inspire the next generation to be the best they can be – both on and off the pitch. Such people are defined by their actions as much as their words. And so too, are we,” said the launch PR statement.
The ‘Made of What Matters’ project aims to help to provide more young people with the inspiration, opportunity and support they need to fulfil their potential and, in addition to the advertising, Gillette has also invested in the development of the ‘What Makes a Man’ module to help educate young people about and around the issue of modern masculinity.
Following the launch phase, the ongoing programme will see brand and charity partner work on a range of initiatives including investment in increasing the number of qualified practitioners who lead the programmes and becoming role models for young people within schools.
The initiative emerged from research showing that the number of permanent exclusions from school in the UK at its highest point in nearly a decade and over 78% of those excluded from school are boys.
“We believe in the importance of role models in ensuring younger generations have positive versions of masculinity to aspire to” said Gillette Brand Manager for UK & Ireland Matt Thomas,
“Gillette believes in the best in men and this campaign and commitment is all about showing that. Men, and boys, who are Made of What Matters. Through our partnership with Raheem Sterling and Football Beyond Borders, we want to celebrate what people at all levels of the game – from the pinnacle of the sport down to the grassroots – are doing to be the best versions of themselves.”
Football Beyond Borders Founder Jasper Kain said: “We highlight Raheem Sterling as a shining example when educating our young people on the power of representation, speaking out for what you believe in and being principled. He is a real inspiration to those on our programmes who look up to a player who has worked tirelessly to become the person he is today. He is a huge role model for our young people, someone they aspire to as a leader, both on and off the pitch. It’s great to see Gillette partnering with him.”
Comment:
Sterling has been inspiring youngsters and winning over his critics as he stands up for a set of values based around equality, fairness and prejudice in and around football (including tackling media discrimination) and he has become one of the most respected footballers in Europe.
Little wonder that Gillette UK has added him to its sponsorship stable and worked with him to front its mentor/role model initiative.
Links:
Gillette
https://www.youtube.com/user/GilletteVideosUK
https://www.facebook.com/GilletteUK/
https://twitter.com/GilletteUK
https://www.instagram.com/gilletteuk/
Football Beyond Borders (FBB)
https://www.footballbeyondborders.org/
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