Sing Something Else

Brief

Nil by Mouth is Scotland's leading anti-sectarian non-profit. They invited advertising students from various colleges to pitch awareness campaigns. The message had to be positive and provoke a response from the media and football fans. The controversial and emotionally charged subject matter required tact.

Execution

Sing Something Else suggests sectarian chants are mainly about riling up the rival team and not bigotry. It challenges people to consider that they can show passion without having to sing offensive songs.

The message speaks through three shorts and a PR event. The shorts explore the consequences of sectarianism through the perspectives of a nurse, a police officer and a father. The event brings a catholic and a protestant school together to come up with a new song.

Results

The campaign reached hundreds of thousands of people and achieved the goal of raising awareness.

• Covered by several national news outlets.
• Endorsed by the Scottish Government - my partner and I spoke at a policy meeting in parliament.
• Endorsed by famous commentator Archie MacPherson (I introduced him and the campaign at a charity event).
• My partner was interviewed on Off The Ball a sports radio program with 10's of thousands of listeners.
• Provoked controversy on social media.