Newcastle United Foundation

#BeAGameChanger was launched in 2019 to open up conversations about mental health issues among male football fans.

At the start of the year, we were appointed by Newcastle United Foundation to create, direct and support the activation of a PR and content marketing campaign about men’s mental health.

Primarily aimed at male NUFC fans over the age of 40, we worked with the Foundation to create a campaign to encourage people in our city to talk openly about mental health. We developed campaign messages and creative briefs, secured media coverage and influencer engagement and undertook sensitive case study interviews to develop personal stories.

The campaign resulted in a social reach of over 1 million in its first month and generated significant media coverage, featuring in national publications such as The Independent, The I Paper and Huff Post, regional media including ITV Tyne Tees, The Chronicle and Metro Radio, and popular football podcast True Faith.

We were delighted that the campaign was shortlisted in the Integrated Campaign of the Year (agency) category at the North East Marketing Awards 2019.

“The team at NGI Solutions helped us to develop, launch and deliver all PR and creative communications aspects of our #BeAGameChanger men’s mental health campaign. Their understanding of, and experience in, mental health and social change campaigns was key to their success, resulting in extensive national and regional media coverage, influencer engagement and a range of impactful football-themed campaign statements.

“They worked closely with the Foundation, as an extension of our team, providing a flexible, friendly and knowledgeable service.”

Ashley Lowe, Health and Wellbeing Manager, Newcastle United Foundation

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