Purpose Awards EMEA 2021: Charity/NGO - Best Fundraising Campaign

WINNER: Fabric of the Community by W Communications and partner agency Brothers & Sisters for Grenfell Athletic FC.

Purpose Awards EMEA 2021: Charity/NGO - Best Fundraising Campaign

Amateur football club Grenfell Athletic was founded in the wake of the devastating Grenfell Tower fire that killed 72 people in June 2017. The club used the launch of its football kit to provide financial support and raise much-needed funds.

The team's shirt, designed alongside the local Grenfell community for authenticity, contained
nuanced details that referenced the tragedy without being the sole focus, literally becoming
'the fabric of the community'. To launch the kit, 72 shirts were sent to 72 influential
individuals from the music, football and culture industries, each of whom had a connection to
Grenfell in some way, either through having shown public support or by demonstrating
shared values about the healing power of sport.

These 72 individuals included England footballers Harry Kane and Raheem Sterling and
musicians such as Anne-Marie, AJ Tracey and Wretch 32. They posted about the shirts
across social media, using the #fabricofthecommunity hashtag, driving traffic to the shirt's
retail partner site, where the shirts sold out. In just 24 hours, Grenfell Athletic FC beat kit
drops from the likes of Puma and Adidas to smash the site's previously most successful
launches. The campaign received extensive media coverage too and the club gained
thousands of followers.

The funds raised from the shirt sales have guaranteed three more years for the football club
and will also help launch a summer junior support programme. It will utilise the team's
existing coaches as well as fund the training of a series of specialist coaches that will be
made up of more local young men from the immediate Grenfell area.



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