FBB - King's Cross Station
An immersive experiential build for Football Beyond Borders, full custom steel framework, turnstiles and custom print and branding.
We were asked by The Park to assit with the design, build and installation of an interactive walkthrough experience, highlighting the barriers that prevent young girls realising their football potential for the client Football Beyond Borders.
The strategy was as follows:
For most people, particularly men, it’s hard to fully grasp the barriers these young girls face just by being told about them. To drive awareness, understanding and, crucially, donations we needed to make them actually feel and experience the barriers. Our plan was to create an immersive experience in a high footfall inner-city location where we could target people with an interest in football and money to spare. We aimed to insert the life of a teenage girl’s experiences with football into the hearts of the public in London, during the Women’s World Cup.
Over the course of 3 weeks we helped The Park get the idea from paper to production, printing, branding aiding design and fabricating 4 modular event spaces:
'Break Barriers' via two custom turnstiles to represent the physical barriers girls face when playing football when compared to boys.
'Changing Room' to showcase the work FBB has been doing to combat the inequalities and to share the success stories from the girls they have helped.
'Pathway to Potential', made to look like the player's stadium pitch entrance to serve as a way for the public to see where their money directly goes within the charity and how it is used to help.
New Era, New Game - An enclosed 'mini-pitch' featuring a replica of the Women's World Cup, designed by one of the members of FBB's programme, and donation stations for people to donate to the charity.
The results speak for themselves:
Over 275,000 people were exposed to the experience over two days in King’s Cross. Using the experience as a base for PR coverage led to over 450 pieces of coverage including ITV News 6PM bulletin, Sky Sports and BBC News. Most important of all, £59k+ has been raised so far. This will provide sufficient funding for 128 girls to receive a full year’s worth of support from FBB’s award-winning programme in schools, providing access to classroom and football sessions focused on developing key social, emotional and life skills and therapeutic mentoring.
