Foundation of Light’s Give a Quid campaign has been shortlisted for another marketing award, this time in the ‘Not for Profit Campaign of the Year’ category at the North East Marketing Awards.
The campaign, which was shortlisted in CIPR North East Pride awards last month, saw over £30,000 raised for Sunderland AFC’s official charity, over the course of six weeks in April and May.
Give a Quid was created to tackle mental health challenges across the region by calling on fans and businesses to donate just £1 to support the Foundation’s award-winning sport, education, employability, health and wellbeing programmes.
It told the uplifting stories of people who have been supported by the Foundation of Light, including Maia who took part in the Back on Track study programme after being bullied at school.
The campaign was backed by a number of famous faces including the SAFC players and manager Jack Ross; Sunderland AFC legends Niall Quinn, Kevin Ball, Jimmy Montgomery and Marco Gabbiadini; athletics legend Steve Cram CBE; North East England Chamber of Commerce Chief Executive James Ramsbotham; BBC commentator Guy Mowbray; SAFC Chairman Stewart Donald and club staff.
Over the course of the six week period of activity, Give a Quid saw a wide range of fundraising activities taking place across the north east, including bucket collections in Sunderland City Centre, club mascots Samson and Delilah visiting local businesses to gather support and raise awareness, as well as a showcase ‘Foundation Match Day’ at the Stadium of Light, when the Lads played Doncaster Rovers on 19th April 2019. Match-worn shirts from the Doncaster Rovers game raised over £4,000 alone.
The Foundation will soon be launching the ‘Heads First’ initiative with Northumberland, Tyne and Wear NHS Foundation Trust and Washington Mind, a portfolio of community activities including a suicide prevention programme, a fitness and support group for people with mental health problems and the Foundation’s work with veterans struggling to adjust to civilian life.
The Foundation are also planning a trial of a mental health drop-in session at the Beacon of Light on matchdays run in partnership with the Branch Liaison Committee.
Foundation of Light chief executive, Lesley Spuhler OBE, said: “We are delighted that our Give a Quid campaign has been shortlisted for another marketing award. The aim of the campaign was not only to raise vital funds for our work but to also engage with our fan base.
“Our incredible fans have shown why they really are the best in the country. The passion and pride they show in supporting their community is second to none. The support they showed the Give a Quid campaign has highlighted how important improving mental health is to our supporters.
“We knew that £30,000 was an ambitious but achievable target but with the support of Sunderland AFC, the local business community and a lot of generous people we’ve achieved it. Thank you.”
Winners of the North East Marketing Awards will be announced on Thursday 10th October 2019 at the Discovery Museum, Newcastle. More information is available via https://www.northeastmarketingawards.co.uk/
To find out more about the Foundation of Light’s work visit www.foundationoflight.co.uk
Written By James Burman
21 August 2019
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