The end of June saw The Wimbledon Foundation, the charity arm of The All England Lawn Tennis Club (AELTC) and of The Championships, launch a campaign called ‘Thank Your Champion’ which aims to celebrate people who have ‘made a difference’ during the last year.
The initiative is spearhead by a nationwide #ThankYourChampion Scavenger Hunt which sees ‘champions’ celebrated across the UK and asks fans to display Wimbledon-related things in their windows and to take part in the hunt.
The PR, digital and physical campaign, created by Good Sport, was led by a two-minute hero spot and supported by a set of online content pieces which encouraged viewers and tennis fans to take part in the scavenger hunt and to send in their pictures by tagging the Wimbledon Foundation and using #ThankYourChampion hashtag on their social platforms.
— Wimbledon Foundation (@WimbledonFdn) July 6, 2021
“The Wimbledon Foundation supports a number of local, national and international initiatives, and through this work, this year more than ever, we’ve witnessed so many acts of kindness, bravery and sacrifice that have made a difference to people’s lives,” explained Wimbledon Foundation Communications Lead Rachel Swithinbank. “It could be a teacher going the extra mile, to a friend who has taken care of the shopping. Support comes in so many different shapes and sizes, but to the person they’re helping, they will always be champions, so #ThankYourChampion, and display your trophy proud!”
Good Sport CEO Milly Lawrence-Ahmed added: “The initiative is designed to shine a light on all the amazing work carried out by the Wimbledon Foundation and the 128 charities they support, and we’re thrilled to be able to play a part in that process.”
Comment:
The campaign is the second project created by Good Sport (a new sister agency of LiveWire Sport which specialises in blending charity and sport with the aim of ‘bringing together the best of both to make the world a better place’.
The agency also created the Cancer Deadline Day campaign in January 2021 which revolved around eight charities partners encourage football fans to use February’s transfer deadline day as a springboard for charity fundraising.
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