The FA said the purpose would inform its work from the grassroots level up to the 24 English national teams. The strategy was developed for the organisation by VCCP. PR for the campaign is all handled in-house.
The new purpose was announced yesterday at Wembley alongside The FA’s women’s football strategy, which detailed three core goals for the women’s and girl’s games: to double participation by 2020, double the fanbase, and achieve consistent success on the world stage.
"For all" was launched with two short films and a series of case studies to create greater awareness of The FA’s role, demonstrating in particular its work with women and disabled people.
The films were created by VCCP and directed by Tubby Brother, while Manning Gottlieb OMD is the media agency. One outlines the journey of England defender Casey Stoney (above) from being the only girl in her youth team, to achieving 129 international caps.
The second focuses on James Blackwell (below), a star of the England Cerebral Palsy team, one of seven national disability teams run by The FA.
FA chief executive Martin Glenn said: "The FA is ‘For All’. We’re here for everyone who participates in the game, whatever they do, at whatever level.
"The phrase ‘For All’ also unequivocally states that football is open to everyone, regardless of gender, sexuality, ethnicity, ability, disability, faith or age. ‘For All’ will be at the heart of The Football Association and will shape everything we do both internally and externally."
This article first appeared in PRWeek sister title Campaign