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 lastminute.com (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

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