Talking Futures
Kindred
Client: Gatsby Charitable Foundation
We discovered that parents spend more time watching, talking or reading about football than they do about their own children’s futures. Our strategy was born; align ourselves with a credible partner who could tap into our audience’s love for football and help us reach new people. Enter Rio Ferdinand. One of the country’s most famous former footballers, father and founder of the Rio Ferdinand Foundation; a social mobility charity for young people. The task was simple – use Rio’s profile to raise the prestige of TE among parents, and encourage informed conversations between them and their kids. 12th June marked the opening of football’s summer transfer window. That day, Rio helped us launch the Career Transfer Hub – a service to help parents and young people navigate their post-16 education options with the same strategy and foresight as a football club making a signing. The Half Time Talks guide followed – prompting parents to start career conversations at half time – and featured in Premier League and Championship match day programmes at the start of the season, as well as the Talking Futures website and social channels. The Career Transfer Hub has been accessed over 30,000 times since it launched, and videos featuring Rio have 1.6m views on YouTube alone, with a 96% view-through-rate. 56% of those who recall the campaign, discussed with their child.