This weekend saw the launch of UK wide co-marketing campaign ‘The Changing Room’. The campaign sees Paddy Power, join forces with Arsenal Football Club and Stonewall sexual rights charity, in order to change attitudes and combat homophobia in English Football.
The campaign created by creative agencies Lucky Generals and M2M, asks the UK sporting public to support the gay/lesbian rights cause by wearing rainbow laces on the weekend of 13/14 September. Rainbow coloured boot laces have been dispatched to every single professional player in the UK, including youth and women’s teams, alongside deliveries to all MPs and leading political figures.
Paddy Power and Stonewall have urged social media followers to #RAINBOWLACES to show their support for the campaign.
The advert which was screened this weekend on various UK TV channels, features Arsenal football players Alex Oxlade-Chamberlain, Mikel Arteta, Santi Cazorla and Olivier Giroud poking fun at themselves and their self-perceptions.
Paddy Power said: “We love football but it needs a good kick up the ass. In most other areas of life, people can be open about their sexuality and it’s time for football to take a stand and show players it doesn’t matter what team they play for.”
Ruth Hunt, chief executive of Stonewall, added: “Last year’s Rainbow Laces was a great start but there’s still a long way to go to tackle homophobia both on and off the pitch.
“The clubs and players supporting the campaign and lacing up this weekend are taking a powerful stand against homophobia in our national game.”