RESPECT
To address over-enthusiastic parental behaviour in grassroots football, The Football Association is launching a new online multi-media learning guide to help parents become better supporters and keep children in the game.
Part of The FA's Respect campaign, the interactive guide built by Redhouse Lane will be launched on 16 March. The unit features dramatised film scenes of a father and son on a match day, as well as video commentary by experts and questions to inspire thought, kicking home the negative impact that aggressive behaviour has on children.
In a recent survey of football-playing 11-to-14 year-olds, 54 per cent said that they felt there was too much pressure to win, and 36 per cent said that their parents' absorption in the game lessened the fun.
Respect Marketing Manager Beverly Ward said: "The Respect programme was launched to tackle unacceptable behaviour on- and off-the-pitch. We've introduced a series of measures this season including sideline barriers and codes of conduct to improve behaviour. The online guide for parents and carers is the latest initiative to support change."
"We are really excited about how the guide illustrates the danger of over competitive coaches and parents spoiling the game for kids. It features the right mix of key messages, education and entertaining content to convince over-enthusiastic parents to rethink their behaviour."
Parents of football-playing children will be directed to the free online guide through an integrated promotional campaign and advertising on TheFA.com.
A hard-hitting viral featuring Ray Winstone will assist in highlighting poor behaviour, driving traffic to The FA site and the guide via Facebook, football blog sites and PR activity.
FA Partners McDonald's and Nationwide will be promoting the campaign via online and in-store collateral during March.
Thecla Schreuders from Redhouse Lane said: "Creating the interactive guide was a fantastic opportunity for us, not only to work with The FA but also to be involved in the Respect campaign. We hope audiences will respond well to the guide and that it will make a real impact on behaviour on the sidelines."
