02 Rainbow Laces by Lucky Generals, Crispin Porter and Bogusky
"Right Behind Gay Footballers" is a 2013 campaign which was devised by Crispin Porter & Bogusky and created by Lucky Generals. In sports in the UK, homophobia had been a taboo topic for many years, which is why they came out with a smart idea to carry out this campaign, with the help of rainbow laces. All the footballers of the 134 professional clubs in the UK were sent rainbow-coloured bootlaces as part of a campaign asking footballers to show their support for gay players. 54 of them laced them up. The campaign aims to stamp out homophobia in football and create a supportive environment for the players. The ad campaign addresses the fact that there seem to be no gay players in soccer -- not since Justin Fashanu came out in 1990 has a pro player come out in UK.
When they launched this campaign, they tweeted about it using the hashtag #RBGF (Right Behind Gay Footballers) With the support of many British people using the hashtag, they got a lot of attention not only on social media but also the news too (Rainbow Laces., n.d.)
It got so big, even the New Zealand rugby team joined in on the campaign and wore the rainbow laces.
a video about the campaign (Scrase, B., 2020, May 4):
I love that even with just the most subtle design of a rainbow lace, an important message could be conveyed to the audience. Because the LGBT rainbow flag is worldwide known, they didn't need to explain it with words because the visual says it all.
Since this campaign is aim towards the football community, I love that they decided to carry out this campaign by including the design into something footballers use on a daily: shoelaces. The rainbow laces on its own may not be a huge impact but by using the hashtag #RBGF on social media, they were able to get people's attention on the issue they wanted to address.
The campaign had generated over 400 media stories (with a reach of over 500M) and 320M impressions on Twitter (Right Behind Gay Footballers., n.d.) This was achieved in just one week, with a budget of £150,000, and positively engaged 687,000 regular betters. Whilst the campaign was not created to generate profit, it would take only 4,629 of these regular better to divert 10% of their custom to Paddy Power for the activity to cover its costs (Paddy Power - Right Behind Gay Footballers., n.d.).
Lee, J. (2015, April 28). Lucky Generals joins Paddy Power roster. Retrieved from https://www.campaignlive.co.uk/article/lucky-generals-joins-paddy-power-roster/1281078
Paddy Power - Right Behind Gay Footballers. (n.d.). Retrieved from https://ipa.co.uk/knowledge/case-studies/paddy-power-right-behind-gay-footballers
Rainbow Laces. (n.d.). Retrieved from http://www.christenandbertie.com/paddy-powerstonewall-rainbow-laces
Right Behind Gay Footballers. (n.d.). Retrieved from http://www.luckygenerals.com/campaigns/right-behind-gay-footballers
Scrase, B. (2020, May 4). Paddy Power 'Rainbow Laces'. Retrieved from https://vimeo.com/85443878
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