FCK for altid

Strategi

Many men are reluctant to go to the doctor. That's despite having a higher risk of serious illness, lower life expectancy, and twice the likelihood of suffering a heart attack compared to women.

But, there's one place men go voluntarily, and often – the football stadium. So, adidas and F.C. Copenhagen joined forces with one simple mission: use the power of football fan culture to drive a positive shift in men's health.

Løsning

For the first time ever, the club expanded its medical team, lead by Morten Boesen (Club Doctor) – no stranger to the dangers of heart attack on the pitch – to serve not the players, but the fans.

An initiative launched together with the long-awaited FCK home jersey reveal, fans were offered a free health screening by the team who looks after their favourite players, and as a reward, they received a custom jersey print. The symbol printed over the heart showcased loyalty and dedication, not only to their club, but also to their health

By integrating health screenings into a, in football culture, significant event, the initiative made the experience natural and engaging for fans who would otherwise never go to a doctor.

To maximise awareness of the issue, we launched a campaign through FCK’s own digital channels while strategically seeding the story to international sports media and digital football platforms ahead of its national release. We also used the FCK players as ambassadors in the social media campaign to drive awareness of their own health commitments as athletes, and spearheaded taboo discussions around men’s health.