AXA and Nonsense have produced a nine-minute documentary titled Kicking Cancer: The World’s Toughest Football Team.
The short film follows a women’s walking football team made up of cancer survivors from across the UK, and is the latest in a series of initiatives by AXA to support women’s walking football. This one comes ahead of the insurance company sponsoring the Women’s Euros this summer.
Kicking Cancer: The World’s Toughest Football Team.
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WATCH THE FILM HERE: https://youtu.be/Ut3h9dxxLY8
Nonsense developed a strategy and creative for the latest campaign, with the aim of boosting uptake of women’s walking football taster sessions being offered up and down the country.
In the film viewers meet cancer survivor Julia Tibbs, who created the team of fellow survivors. The emotive film shares some of the women’s stories of battling cancer and how walking football has been a lifeline for them. It follows them from their first meeting at a tournament in Devon through to playing their first match together at Anfield, with AXA also being a sponsor of Premier League side Liverpool.
The film is available across AXA’s digital channels, as well as through a media campaign developed in partnership with Bauer Media and Wavemaker UK. This includes coverage in Grazia Magazine and on Absolute Radio. You can watch it below this article.
Tom Primrose, strategy director at Nonsense, said: “We wanted to inspire people who see this incredibly moving film and, ultimately, create action, helping AXA and the Walking Football Association promote WWF taster days to encourage more women to get involved in the great sport.
“The film shows the huge benefit and growing popularity of walking football – which is one of the fastest growing sports in the UK at the moment – and, sports fan or not, you cannot fail to be moved by the stories this film shows.
“The film is just one element that showcases AXA’s commitment to women’s sport at every level and we’re hugely proud to have it out in the world.”
CONTINUE READING at source: https://www.broadcastnow.co.uk/production/axa-and-nonsense-kick-cancer-with-worlds-toughest-football-team/5206556.article
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