News & Opinion

Paddy Power's campaign takes over Metro

All the adverts in this morning's edition of Metro are dedicated to Paddy Power's Rainbow Laces initiative which aims to tackle homophobia in football. 

Sporting a rainbow laces 'M' in the masthead, today's Metro is filled with ads supporting the Paddy Power campaign, including creations from Smirnoff, Premier Inn, Google, Three and (see below).

In conjunction with Stonewall, the Paddy Power campaign aims to get football players involved in fighting homophobia within the sport by encouraging them to wear rainbow laces on the weekend of the 13–14 September.

Paddy Power said: "We love football but it needs a good kick up the ass. What better way to make history and help kick homophobia out of the game than make history with Metro and be part of their first ever edition dedicated to a campaign."

Alistair MacCallum, managing director of M2M, the media agency which worked on the project, added: "Taking this idea from concept to execution has involved an incredible amount of commitment from all of the partners, not least Metro's editorial team. It's going to create huge awareness and interest in the campaign and great credit must go to all of Metro's advertisers that have come together to take a stand against homophobia in football."

Source: inPublishing  

by Jessie Sampson 08/09/14

Want the latest news, opinion and insight on newsbrands?
Sign up and we'll send you a weekly update.

Sign up here

Get in touch

3rd Floor
3 Marshalsea Road

0203 949 7470


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never