Campaigns: Healthcare/Sport - Takeda sends amputees to the Cup

Campaign: England Amputees Football Association
Client: Takeda UK
PR team: Interaction PR
Timescale: February-August 2010
Budget: £21,000

Pharma firm Takeda UK specialises in diabetes and bone cancer, both of which can lead to amputations. So it linked up with the England Amputee Football Association (EAFA) as part of its new CSR programme.


- To raise money to send the team to the Amputee World Cup in Argentina

- To encourage new amputees to join the charity

- To put something back into society.

Strategy and plan

Takeda donated £5,000 to the charity, and staged a cheque presentation.The Takeda Cup, an international amputee football match and fundraising event, was arranged for June, prior to the FIFA World Cup. A campaign was launched to support 'our boys'.

An audience of 200 guests was selected to attend the event, including local MPs, media, NHS representatives, celebrity amputees, patient charities and football clubs with disability foundations.

Measurement and evaluation

The campaign generated coverage in broadcast, print and online media. Highlights included The One Show and Granada TV.


Takeda raised enough money to send the team to Argentina. The team was also invited to compete in the BT Paralympics World Cup in Manchester. There has been a rise in new members and Takeda will provide ongoing support.

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