Newcastle United Foundation

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

In early 2019, we were appointed by Newcastle United Foundation to create, direct and support implementation of a PR and content marketing campaign regarding men’s mental health.

The Foundation, through its various wellbeing programs, conducted research through focus groups which included testing key messages and mediums.

Upon our appointment we used the transcripts to develop the campaign name and hashtag, key messages and social media posts relevant to the target audience (male NUFC fans over 40-years-old) which brought in the football element.

These were then developed into striking creatives directed by us and the in-house team that were not only used across social media but also within the football stadium and surrounding locations.

As part of our strategy, these social idents were sent to influencers on social media relevant to the target audience resulting in a social reach over 1 million in the first month of the campaign.

The campaign generated a lot of media attention and has featured in national publications such as The Independent to regional media including ITV Tyne Tees news, Metro Radio, and popular football podcast True Faith.

“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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