Brahm takes on Homeless World Cup challenge

COPENHAGEN: The Homeless World Cup – an international football tournament that enables homeless people to represent their country – has brought in its first agency to launch a fund-raising campaign to help eradicate homelessness.

Brahm PR has been brought in ahead of the fifth annual Homeless World Cup, which takes place in Copenhagen from 29 July to 4 August. This year’s tournament features teams from 48 nations.

Sponsored by Nike and UEFA, the tournament gives homeless people a chance to represent their country. A ‘fan club’ website enables people to donate money to help teams to travel to Copenhagen.

Brahm is tasked with encouraging people to donate by raising awareness of the ‘fan club’ and the tournament itself.

The campaign will kick off with a national photo-call with Chelsea’s Didier Drogba and Manchester United’s Rio Fer­dinand. The pro-bono contract will run until July.

Mel Young, founder of the Homeless World Cup (and the Big Issue in Scotland), said: ‘Economically disadvantaged nations such as Liberia, Zambia and India are desperate to send teams to Copenhagen. We hope this campaign will get them there.’

Brahm managing partner Phil Reed and account manager Chris Hughes will head up the account.

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