As the national governing body for football, the FA’s core mission is to make the sport ‘For All’

In order to protect the future and sustainability of the game, it is increasingly important to ensure that children can enjoy participation in football, and that it is practiced in a safe, fun and inclusive environment that they can thrive in. The FA challenged Pitch Marketing Group to conceive a PR execution that would engage parents and coaches to re-evaluate the norms of behaviour in youth football and drive reappraisal of FA’s Respect programme as encouraging positivity rather than discouraging poor behaviour.

We designed, created and distributed a a free handbook for youth coaches that championed the values of RESPECT and positivity

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