Fondation du Football
Since January of 2011, Keneo has provided support to the Fondation du Football, a charitable foundation based in France, in determining and implementing a communication/advocacy strategy for the organisation.
POINTS OF NOTE:
- Challenge: The Fondation du Football’s mission is to “promote a citizen’s vision of football, highlighting its educational benefits and encouraging the introduction of sustainable development in football.” To persuade the football powers-that-be to commit to a progressive social initiative, to increase public awareness of the foundation, and to demonstrate to public authorities and the media that the sport remains an unmatched force for social integration, the choice of words emitted by the Fondation du Football is always delicate and must be reflected upon in a strategic manner.
- Keneo’s plan: Providing support to the Fondation du Football in determining a communication/advocacy strategy, creating a communication plan and implementing it.
- Outcome: We succeeded in raising the profile and legitimacy of the Fondation du Football, now recognised as experts in football-related social issues. The foundation has published the first edition of ‘Social Panorama of French Football’, and will soon have a brand new website to use as a showcase for its sterling work.
Details :
Since it was founded in 2007, the Fondation du Football has built a strong reputation for expertise in its domain, a know-how shaped on the pitch with amateur clubs via activities such as ‘Respect for all’ and the ‘Philippe Seguin Trophies’. In order to live up to its mission statement of “promoting a citizen’s vision of football, highlighting its educational benefits and encouraging the introduction of sustainable development in football,” the Fondation du Football has decided to take advantage of this name recognition to spread its ideas and contribute to the public debate through advocacy.
- Put together the communication/advocacy strategy: choice of focal points, preparation of messages/languages, selection of target audience and main instruments.
- Implemented the communication strategy: monitoring, reporting, PR and media management, and, in partnership with independent communications and press agency Milbox, institution relations management, implementation of web strategy, events strategy etc.
Prior to this, KENEO helped the Fondation du Football to create a social ‘barometer’ for football: identifying indicators that allow us to measure the level of sustainable development within the football sector – both amateur and professional – and data that allows us to measure and demonstrate (through surveys, economic studies and the re-examining of existing research) the social role that football plays.
This barometer was a key element in the production of the foundation’s "Social Panorama of French Football" text, officially launched on 29 June 2011, and widely distributed throughout the world of football, to institutions and to the media. Through this work, the foundation reveals some lesser-known details about the realities of football, in terms of diversity, solidarity, environmental impact and socio-economic issues. It represents the first tool that can not only provide us with an overview of the current situation (going over some fundamental concepts as well as shattering certain stereotypes), but can spot necessary changes and identify relevant responses early on.
KENEO continues to work closely with the Fondation du Football; the next step in our collaboration will be the launch of a new website later in 2011.FOR MORE INFORMATION :
Fondation du Football website: www.fondationdufootball.com
All the statistics from the Social Panorama of French Football can be seen here.
