This week sees the start of an ongoing advertising campaign designed to push Lewes FC towards its goal of being the UK’s most-owned football club (and then the world’s). Really.
Because the more Owners Lewes FC can sign up, the bigger its platform for using football as an engine for change, in football and in the wider world. And the bigger its revenue, so it can compete on the pitch against the big clubs.
Lewes Football Club is 100% owned by single-shareholding individuals and its board members are elected from and by that group. The club currently has just under 2,000 Owners in 34 counties around the world. ANYONE, ANYWHERE can join. Including you…
The club’s message is one of democratic fan-ownership, gender equality, good football governance and no to gambling advertising in football. This has seen it attract support from football fans of many clubs, but also people with no previous interest in football.
So now the club is asking all #FansOfChange to show their support by signing up as an Owner.
The advertising campaign, created by ad agency Horse’s Mouth, is designed to convey that, though change may be happening, it isn’t really happening fast enough. It features ten different people from Lewes, ranging from players to supporters to owners to community activists and shop owners. And every ad ends with the star of the show, Roger (the groundsman). What they all have in common is their belief that, when it comes to change, in football and in the wider world… It’s About Bloody Time.
The campaign runs from Wednesday 24 November through to Christmas, across social media, in (local) cinema, on SkySports TV, in podcasts and in print. Print work has been designed by Brighton agency Baxter & Bailey who recently completed the club’s new website.
And in a show of people power, the ads will also be individually posted and spread by the club’s players, staff, Owners and fans. When you can’t afford that much paid media… be your own media network!