Soccer Aid Academy | Schools Fundraising Campaign
Background
Soccer Aid for UNICEF is the world's biggest celebrity football match, raising millions every year to help children around the world survive and thrive.
To expand its reach and inspire the next generation of supporters, the charity wanted to launch a brand-new schools fundraising campaign that would engage pupils, teachers and school communities while introducing more young people to UNICEF's work.
The Challenge
The objective was to create a fundraising product that schools would genuinely want to take part in.
It needed to be simple for teachers to deliver, flexible enough to fit into busy school timetables and engaging for both primary and secondary schools. Alongside raising funds, the campaign also had to educate children about UNICEF's work and strengthen awareness of the Soccer Aid brand beyond its traditional audience.
The Creative Strategy
The best school fundraising events combine learning with participation.
That insight led to the creation of Soccer Aid Academy, a week-long fundraising experience designed to build excitement in the lead-up to the live match.
As Creative Director, we developed the campaign proposition, creative strategy and participant journey, creating a flexible programme that allowed schools to complete daily activities or combine everything into a single fundraising event.
Each day introduced a new video challenge, hosted by familiar Soccer Aid personalities, covering football skills, creative activities and interactive quizzes inspired by UNICEF's work around the world. The programme culminated in a celebratory Final Whistle event that recognised participants, shared highlights and reinforced the impact of their fundraising.
Alongside the event concept, I led the creative direction for a complete campaign identity that complemented the Soccer Aid brand while establishing Soccer Aid Academy as a distinctive fundraising product in its own right. The campaign included promotional materials, digital assets, educational resources and fundraising tools designed to maximise school participation and supporter engagement.
Impact
Soccer Aid Academy provided UNICEF with a scalable schools fundraising campaign that combined education, participation and fundraising within a single engaging experience.
By creating a flexible fundraising product that worked naturally within the school environment, the campaign helped introduce new audiences to Soccer Aid for UNICEF while giving teachers an easy-to-deliver programme that encouraged learning, teamwork and charitable giving.