Case study
Sir Bobby Robson Foundation
- Brand Strategy
- Brand Identity
- Film & Motion
- Communities
From patients to patrons, relatives to radiologists, everyone at The Sir Bobby Robson Foundation plays their part in driving major advances in cancer trials, treatment and care. Formed by the legendary football manager, it’s aiming to build a state-of-the-art cancer trials research centre. But how do you encourage even more people to come together to fund such an ambitious vision? By turning them into one big team.
Finding the heart
Sir Bobby Robson knew that great things are never achieved alone. They take a team. Throughout his career with Ipswich, Barcelona, England and Newcastle United he managed some of the greatest players in the game. Yet it was the Foundation he formed that he called his ‘Last and Greatest Team’. We took this insight as the powerful aligning thought behind the appeal campaign to build The Sir Bobby Robson Institute.
Giving it bite
We created an identity built around the idea of a legendary team, creating a football inspired badge that could be worn on shirts, displayed across charity literature, social media posts and even bus wraps driving around the North East. Then we began assembling a team of people to tell the world. Gabby Logan voiced our radio ads, while former Newcastle striker Shola Ameobi (who was handed his Newcastle debut by Sir Bobby) fronted a heartfelt campaign film encouraging people to join Sir Bobby’s team.
The impact
As well as helping to raise vital funds for the Institute, Sir Bobby’s Last and Greatest Team is inspiring the people who work at the Foundation, bringing together everyone from patients undergoing trials, to medical staff and volunteers to work as one team to help bring the great man’s vision to life.
