NO HOME KIT
Shelter, the UK’s leading housing charity, used the festive football fixtures to make the invisible housing crisis the most visible issue in the country.
Home stand. Home fans. Home team. Football fans have a special relationship with the idea of ‘home’. And nothing symbolises this quite like the home kit of their favourite club.
So for the Boxing Day fixture, clubs and fans everywhere gave up their home kits as a sign of support for those with no safe place to call home.Dozens of celebrities, hundreds of clubs and thousands of fans drew millions of eyeballs to a previously ignored issue.
Around 260 clubs took part in #NoHomeKit, playing in front of 240k+ fans, with millions more watching from home. Celebrity fans added to the 10,000s of people ditching their home kits for the occasion.
Major brands like PUMA, talkSport and Mitre created one-off activations. And with 800+ pieces of coverage and 100k+ social mentions, we had a total reach of 1.4bn+.