Charity Match #GoalForGood

THE IDEA​ - A GOAL FOR GOOD: CHAMPIONING WOMEN'S HEALTH THROUGH FOOTBALL

To celebrate International Women's month, we turned super football fans into women's health advocates with a campaign that goes beyond the field. AIA Philippines, the country's leading insurance providers teamed up with AIA Tottenham Hotspur Foundation and held a Charity Match that champions women's health. This year, AIA PH chose to support ICanServe Foundation, a Philippines-based advocacy group of breast cancer survivors and volunteers. The connection between football players and women in health who are fighters in their own battlefield was an opportunity to highlight the cause further and spread awareness about the charity match.
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EXECUTION​ - KICK OFF FOR GOOD

On top of raising awareness, exclusive signed shirts worn by Tottenham Hotspur football players during the match were auctioned to fans and the proceeds were donated to the chosen charity. To set the scene with buzz through engaging social media content where we built the excitement for a match that's more than just a win on the field but goes beyond it. As the match drew closer, the action on the pitch was captured in highlights that not only thrilled fans but also shone a spotlight on our cause through CGI content, motion assets, and trendjacking reels. As the gameplay reached its peak, we strike the goal with the auction where every bid saves lives exceeding the target amount in just 15 days. ​
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STRIKE THE GOAL BEYOND THE FIELD

Every match memorabilia and social content were symbols of hope, support, and enthusiasm towards the advocacy and the sport.​
By seamlessly integrating football fans' love for the sport into advocating for women's health, AIA Philippines together with AIA Tottenham Hotspur significantly created a huge impact on how sports is also a means to living longer, healthier, better lives. This initiative hopes to inspire more people to participate in achieving a #GoalForGood.​