The Sported Foundation has launched a second advertising campaign across London today, called ‘Cross the Line’ .
As part of the youth engagement programme Born to Be, Deutsche Bank and Sported are promoting the education-based initiative sporteducate which combines sport with education. sporteducate provides tailor-made education programmes for community sports centres to help 11 to 18-year-olds improve their focus and performance at school and beyond.
Colin Grassie, UK CEO and member of the Group Executive Committee, said: "When we agreed our partnership with Sported, we were determined to assist this exceptional 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’ ad was created by Draftfcb following the London riots, earning free media space in select national newspapers. The powerful copy has won a series of awards, including the 2011 MAA Award for Best Writing. The ad illustrated how easy it is to ‘cross the line’, and demonstrates how sport can be used as a force to encourage young people back onto the right path.
Sported's founder and Deputy Chairman of London 2012, Sir Keith Mills, said of the ad: "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."
The campaign will run for two weeks on the cross tracks of the following London Underground stations: Bank, Bond Street, Covent Garden, Green Park, Holborn, Knightsbridge, Leicester Square, Oxford Circus, Piccadilly Circus, Tottenham Coirt 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.
Click here for more information on the sportededucate campaign.