NCA helps launch ‘nameless shirt’ activation for Alzheimer’s Society & FA

Campaign aims to raise funds for crucial support services

By creative salon

28 March 2022

The England football team sported shirts without names on during the second half of the England v. Switzerland international on Saturday in an effort to bring awareness to dementia and Alzheimer’s Society’s crucial work.

The powerful stunt, devised by New Commercial Arts, drives home the idea that football should be unforgettable.

The shirts will now be auctioned off to raise crucial funds for Alzheimer’s Society’s work.

Kate Lee, the CEO at Alzheimer’s Society, said she hopes the campaign will "inspire people to support our work to raise awareness and reduce stigma and help us make sure no-one faces dementia alone".

Ian Heartfield, creative founder at New Commercial Arts, said: "Alzheimer’s Society is a passionate team, determined to put dementia at the top of everyone’s agenda. We’re proud to be able to help with that mission by coming up with disruptive, headline grabbing ideas like this one."

The stunt is part of the Alzheimer’s Society’s partnership with the Football Association, in place for the next two seasons, and will be supported by a 60” TVC advert, OOH, in stadium takeovers, social and PR.

Credits:

Brand: Alzheimer’s Society

Campaign Name: Football should be unforgettable

Agency: New Commercial Arts

Marketing and Communications Director: Chris Gottlieb

Associate Director, Brand & Marketing: Harriet Foxwell

Senior Marketing Manager: Jack Allen

Corporate Account Manager: Sarah Greenwood

Founder, Creative: Ian Heartfield

Founder, CEO: James Murphy

Founder, Strategy: David Golding

Art Director: Dan Seager