Arsenal, l’auto-dérision au service de la bonne cause avec Paddy Power

Les joueurs d’Arsenal sont les stars de la publicité pour la campagne Rainbow Laces de Stonewall et Paddy Power, partenaire du club anglais de Premier League,  avec comme objectif de faire changer les comportements autour des personnes homosexuelles dans le football.

L’année dernière, la même campagne avait eu lieu, intitulée « Right Behind Gay Footballers », et avait reçu le soutien des clubs, joueurs et du diffuseur BT Sport. Cette année, le dispositif va être sensiblement similaire avec en plus de ces soutiens, le journal Metro consacrera des pages dédiées à la campagne et aux marques soutenant cette initiative.

Le spot « Changing Room » (Vestiaire en français) a été conçu par l’agence Lucky Generals et a pour objectif, non pas un changement de mentalité dans le football mais une évolution durable pour un respect mutuel de tous. Mikel Arteta, Santi Cazorla, Alex Oxlade-Chamberlain et Olivier Giroud sont les joueurs d’Arsenal qui apparaissent dans cette publicité qui sera aussi diffusée au cinéma.

La campagne s’intensifiera le weekend du 13 et 14 septembre puisque les joueurs seront encouragés à porter des lacets arc-en-ciel sur les chaussures en signe de soutien.
Les responsables de Paddy Power se sont exprimés sur cette campagne : « Nous adorons le football mais il a besoin d’un grand coup dans le derrière. Dans d’autres domaines de la vie, les gens peuvent être ouverts à propos de leur sexualité et il est temps que le football montre qu’il en est de même et montre aux joueurs qu’il n’y a pas de problème à évoluer dans une équipe de haut niveau. »
L’année dernière, la campagne avec les lacets arc-en-ciel avait vu la participation de 54 clubs, générant plus de 500 retombées dans la presse et plus de 320 millions d’impressions sur Twitter. Cette année, la campagne a le soutien de la Premier League, du Gay Football Supporters’ Network et de clubs comme Arsenal ou Manchester City, ce qui devrait assurer une visibilité conséquente à cette belle initiative.

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