imabi Euros Campaign

We work with imabi, a safeguarding brand, which is partnered with White Ribbon UK, a leading violence against women and girls prevention charity.

With the Euros having a direct impact on the volume of these incidents – from sexist chanting and online abuse to domestic violence – we wanted to highlight the issue and get the attention of those who wouldn’t normally pay attention.

So, in the run up to the tournament starting, we worked with White Ribbon to create a fixtures guide interwoven with stats showing the prevalence of violence against women and girls, as well as guidance on how to be an ally. 

Sharing the guide with press, we were able to secure dozens of pieces of regional press coverage across the UK as well as national coverage via the likes of ITV, the Telegraph, the Evening Standard, the Mail Online, and The Independent.

We also did a broadcast push, which saw Mark Balaam, imabi’s CEO, offer advice on how people can support women and girls to help them stay safe at fan zones and whilst watching the football in bars and pubs, with Mark interviewed by the likes of BBC Radio London and United Christian Broadcasters.

On top of this, Mark also did an opinion piece highlighting the issue for the Yorkshire Post, one of the most widely read regional newspapers.

All in all it resulted in more than 200 pieces of press coverage, with the content focused on important messaging to help end violence against women and girls.