Campaign: The Respect Campaign
Client: Portsmouth Football Club
PR team: OKI Printing Solutions in-house team, The Whiteoaks
Consultancy, Portsmouth FC in-house team
Timescale: May-July 2008
Budget: £3,000, not including replica shirt and helicopter flight
OKI Printing Solutions sponsors Portsmouth FC and both organisations wanted to show their commitment to the community, in particular improving the quality of life for young people.
- To create publicity for the Respect Pompey Charter
- To make Portsmouth a more pleasant place to live and work
- To encourage local people to sign up.
Strategy and plan
A giant Portsmouth FC T-shirt was created by OKI. The shirt was flown by helicopter over the city on the day of the launch and then taken to the HMS Ark Royal, where the football club's first team signed the shirt and the charter itself. On the same day, local schools were sent replica shirts.
Measurement and evaluation
The launch was covered on the BBC's South Today programme, Meridian TV, The Daily Telegraph, Portsmouth News, Business News and Original 106 FM.
To date, 20,000 individuals and 70 per cent of Portsmouth schools have signed the charter. Four in ten Portsmouth residents have heard of the Respect Pompey Charter.