On the occasion of International Day of Mine Awareness and Assistance in Mine Action, Grey for Good, the philanthropic arm of Grey Group Singapore teamed up with DanChurchAid (DCA) to drive support for creating safer communities in post-conflict zones around the world –
communities free of dangerous remnants of war such as land mines,
unexploded ammunition and cluster bombs.
Introducing #ClearThePitch, a
campaign which links the global love for football with the aim of
creating greater awareness and support for the essential work of making
communities in post-conflict zones safer to live.
“The theme of football is everything but
random. It allows us to reach and involve a huge group of people: not
just millions of fans but also the clubs, players, associations and
potentially even the sponsors. With a surprising but actually
hard-hitting link: for millions of children playing the sport we all
love is extremely dangerous. Our hope is to capture the imagination of
the world of football to give the topic and our partner DCA both the
visibility and the financial support that are so urgently needed,” said
Till Hohmann, Executive Creative Director & Vice President (GSK),
Grey Group Singapore.
It is a pressing topic often described
as one of the most evil problems affecting millions of civilians in over
60 countries around the world. And it takes a mammoth effort to tackle.
However, the topic does not feature a lot in the public conversation or
the media – other imminent issues get all the coverage.
To change this, the team has developed
an integrated campaign that builds an emotional link to one of the
world’s biggest sports: football. It’s a universal sport and is played
on streets, fields, playgrounds, parking lots and many more places. But
due to remnants of war such as land mines, cluster bombs and unexploded
ammunition, in large parts of the world playing football on fields can
be extremely dangerous – especially for children.
Commenting on the initiative, Richard
MacCormac, DCA Head of Mine Action, said, “Together with Grey for Good,
we look forward to driving an impact on this issue. The goal is not only
creating safe ‘football pitches’ for children, but to also provide safe
and secure living conditions for families and communities so they can
live a ‘normal’ life.”
