On 24 February 1993, England’s World Cup winning captain Bobby Moore lost his battle with bowel cancer at the age of just 51 and leveraging this anniversary several star English footballers are fronting a joint cause campaign between the England Footballers Foundation and the Bobby Moore Fund for Cancer Research called #MooreTooKnow.
A number of big name England players – current stars and legends from the past – are marking the tenth anniversary of the England Footballers Foundation by backing the Bobby Moore Fund for Cancer Research UK in 2017 in a new initiative.
The England players posed for a set of striking images and recorded emotional videos to raise awareness of bowel cancer symptoms.
The campaign, which was launched to mark the anniversary and to leverage national team interest associated with the build-up to upcoming England games against Germany and Lithuania in March, spans OOH, online video, digital and social strands.
A national UK poster campaign – with images of current stars Harry Kane, Joe Hart, Gary Cahill and Jordan Henderson – is being rolled out by the England Footballers Foundation.
The CGI enhanced creative executions replicate a 2009 awareness initiative from former internationals.
As well as the OOH phase, members of the original players’ committee which first formed the England Footballers Foundation back in 2007 have recorded a series of video interviews to mark the 10th anniversary of the charity and support the Bobby Moore Fund for Cancer Research UK.
These former England stars include Frank Lampard, John Terry, Rio Ferdinand, Gary Neville, Steven Gerrard, David James, David Beckham and Michael Owen.
The online films explain why the stars support Bobby Moore’s legacy, discuss the cuase and also support the current squad’s ongoing the work of the players’ foundation.
The video interview series, which is being released one-by-obne through the coming weeks during February and March, is launched by short spots featuring Lampard, Terry and Ferdinand all discussing Bobby Moore.
The first film to release features former Chelsea and England midfielder Lampard.
Linked by the initiative’s #MooreToKnow hashtag, the campaign is also running assets across the organisations’ social channels – such as Twitter.
There is #MooretoKnow about bowel cancer. On the anniversary of Bobby’s death, Frank Lampard talks about being inspired by Bobby. pic.twitter.com/lGWj2hMMZO
— Bobby Moore Fund (@BobbyMooreFund) February 24, 2017
‘I’m very aware of all that Bobby achieved – he really made an imprint on my mind and mentality growing up,’ says Lampard.
‘For me, that’s how you should behave and go about your job. As a former England player I was very proud to carry Bobby’s memory through and I’m very proud that the current players are doing the same.’
Both current squad members and former stars will all recognise the England Footballers Foundation at a campaign-specific fundraising event at Wembley Stadium after England v Lithuania on Sunday 26 March.
The Bobby Moore Fund for Cancer Research UK was set up by Bobby’s widow Stephanie Moore MBE.
‘It’s heart-warming that the England players continue to recognise Bobby’s achievements but there are also serious messages we need to get across in this new campaign,’ she commented in the PR phase of the new campaign.
‘Bowel cancer is the second most common cause of cancer death in the UK with 44 lives being taken every day. Diagnosing the disease early is crucial and we urge men and women to visit www.bobbymoorefund.org to learn about the symptoms and get examined by their doctor. The BMF goal is simple, to bring forward the day when bowel cancer is cured. To do this we need public support and funds, just like the England players have given us over the last ten years.’
Activative Comment:
The England Footballers Foundation (EFF) was first established by the players of 2007 to enable them and future squads to collectively donate match fees and time to support good causes and raise awareness of social issues supported by the players.
As well as raising money, the players regularly give their time and leverage their profile to shine a spotlight on causes close to them and make meaningful differences to the lives of others.
Over the last 10n years the EFF has supported many charities including The Bobby Moore Fund for Cancer Research UK, UNICEF, OnSide, Rays of Sunshine, The Honeypot Children’s Charity, WellChild, Together for Short Lives, Cancer Research UK, Help for Heroes, The British Forces Foundation, The PFA’s charitable initiatives and Help Harry Help Others.
The EFF wasn’t the only football body to mark Bobby Moore’s birthday.
England team rights holder The FA also marked the event across its digital platforms and social channels such as Facebook and Twitter.
24 years ago today, we lost our greatest leader. #threelions pic.twitter.com/ZW3REZ6Fce
— England (@England) February 24, 2017
Links:
Cancer Research UK
https://www.youtube.com/user/cancerresearchuk
http://www.cancerresearchuk.org/
Bobby Moore Fund
England Footballers Foundation
http://englandfootballersfoundation.com/
The FA
