The campaign, which runs for two weeks on the cross tracks of London Underground stations, is part of a significant investment by Deutsche Bank, Sported's first corporate partner. Deutsche Bank and Sported are developing a new education-based initiative called Sporteducate which combines sport with education. Sporteducate will provide tailor-made education programmes for community sports centres to help 11 to 18-year-olds improve their focus and performance at school and beyond.
Sporteducate rolls out across London this month and is then expected to be extended across the UK following the completion of a four year programme in the capital.
Unveiled publicly for the first time this week, the 'Cross the Line' advertisement, created by Draftfcb, has won a series of awards, including the 2011 MAA Award for Best Writing. The campaign articulates how easy it is to 'cross the line' and demonstrates how sport can be used as a force to encourage young people to make different life choices.
Sported's founder and Deputy Chairman of London 2012, Sir Keith Mills, said of the campaign: "Every now and then a truly brilliant ad is created and this is one of them. We are delighted to be in a position to make this work public, which is all due to the support of Deutsche Bank, an organisation which shares our vision to improve the lives of young people through sport."
Deutsche Bank UK Chief Executive Colin Grassie added: "When we announced our partnership with Sported, we were determined to assist this leading sports for development Foundation to bring its great work to the public's attention. We hope that everyone who commutes through London over the next couple of weeks will be as moved by this campaign as we have been."
The 'Cross the Line' advertisement will be seen on the following stations until June 17.
Bank, Bond Street, Covent Garden, Green Park, Holborn, Knightsbridge, Leicester Square, Oxford Circus, Piccadilly Circus, Tottenham Court Road, Angel, Chancery Lane, Charing Cross, Euston, Kings Cross St Pancras, Liverpool Street, London Bridge, Moorgate, Marylebone, Old Street, Paddington, St Pauls, Tower Hill, Victoria and Waterloo.