The campaign will see Pearce make a footballing comeback, after signing for non-league Longford AFC – which has been dubbed "the worst team in England" after securing no points all season and conceding an average of ten goals a game.
Pearce has been drafted in to help "fix" the confidence and fortunes of Longford AFC, with the support of Direct Line as part of the insurer’s #directfix campaign.
The story, which went live on Thursday (29 January), trended strongly on Twitter and has already secured more than 60 pieces of coverage, including The Guardian, The Daily Telegraph, The Independent, The Sun, the Daily Mirror and a number of football blogs.
It was shared on FIFA’s official Twitter channel – which has nine million followers – at the weekend, and Direct Line's Vine on the story has had more than 1.6 million loops at the time of writing.
Pearce, the former Nottingham Forest and England player, said: "I started out in non-league football playing for Wealdstone before joining Coventry City, so I'm looking forward to working with manager Nick Dawe and helping a group of talented young footballers achieve their dreams and hopefully transform both the dressing-room confidence as well as the on-pitch performance, and seeing how far they can go up the league."
Wendy Pearson, head of marketing at Direct Line, added: "As soon as we saw the negative media coverage around Longford AFC we knew that we should help. At Direct Line, fixing is what we do and so we are proud to help announce this marquee signing for Longford AFC.
"As part of our #directfix campaign, we will also be supplying the team with a new kit and training equipment so that they can take to the field as the stars they are."
The date of the 53-year-old Pearce's debut is yet to be announced.