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E.ON Carbon Footyprint

May\2008

We wanted to let the Great British Public know that E.ON is taking giant leaps forward in sustainability, and is taking real, tangible action with its initiative for reducing the environmental impact of the FA Cup. We did this by launching an FA Cup carbon reduction pledge programme aimed at football fans. To make this effective we needed to drive awareness and engagement with this pledge programme amongst football fans of all types – right across the UK. This was a task made far harder given the cynical attitudes of footy fans and their sensitivity towards disrupting the beautiful game.

Reduce your carbonfootyprint was the centrepoint of the campaign. By using the power of football, the passion of fans and the magic of the FA Cup, we wanted to help minimise the environmental impact of the property that E.ON sponsored. Fans could help the environment by simply being footy fans!

The campaign was split over three stages. The first stage raised awareness through press, outdoor and TV idents. The second stage indicated a final push for pledges at the semi-finals in the form of ‘chants’ that were situated around the stadium, used as the creative vehicle to carry our message. Finally we thanked the fans that pledged by giving them a voice to express their passions in support of their team on the FA Cup’s Final Day.