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Communications / Copywriting / Design / Messaging / Social Media / Strategy
Jérrard Wayne has worked with the Professional Footballers’ Association on the delivery of several high-profile anti-racism campaigns covering topics such as online abuse, encouraging a new, direct tone.
Racial Bias In Commentary Graphic Paul Pogba
Racial Bias In Commentary Graphic - Paul Pogba

RACIAL BIAS IN COMMENTARY:

In the wake of the renewed focus on systemic racism in 2020, we worked with the PFA and data analysis company, RunRepeat, on a campaign revealing the extent of racial bias in football commentary. The impact of this powerful study resulted in sports media across the country receiving training from the PFA and BBC Sport about addressing racial bias in their work.

Racial Bias In Commentary Graphic Reece James
Racial Bias In Commentary Graphic - Reece James

ONLINE ABUSE:

After an unsatisfactory response from social media networks, we worked with the PFA and AI company, Signify, to demonstrate the extent of racist abuse aimed at Black professional footballers. The report provided irrefutable evidence of targeted racist abuse aimed at high profile players. This data enabled the PFA to apply additional pressure on social media companies, publicly hold them to account and call for legislative solutions.

Online Abuse Report
Online Abuse Report

ENOUGH:

In April 2019, we helped the PFA strategise and deliver ‘#Enough’ - a 24-hour social media boycott in solidarity with players who received racist abuse online. Professional footballers across the leagues supported the boycott, with a reach of over 90 million. The campaign's success pressured the social networks into engaging with the PFA and led to industry-wide meetings focused on driving change.

Enough Campaign - Anti-Racism Graphic
Enough Campaign Graphic
Enough Campaign Engagement Stats
Campaign Graphics

DEMENTIA:

After research co-funded by the PFA Charity revealed footballers were 3.5x more likely to suffer from neurodegenerative diseases than the general population, we helped the PFA restructure their dementia messaging. Information accessibility was improved by using open and concise language, ensuring the PFA’s position on the issue was clear. Following a period of social listening, we assisted the union in reviewing their support processes for members dealing with dementia and other neurodegenerative conditions.

PFA Comms
Dementia Support
Dementia Animation
Racial Bias In Commentary Graphic Paul Pogba
Racial Bias In Commentary Graphic - Paul Pogba

RACIAL BIAS IN COMMENTARY:

In the wake of the renewed focus on systemic racism in 2020, we worked with the PFA and data analysis company, RunRepeat, on a campaign revealing the extent of racial bias in football commentary. The impact of this powerful study resulted in sports media across the country receiving training from the PFA and BBC Sport about addressing racial bias in their work.

Racial Bias In Commentary Graphic Reece James
Racial Bias In Commentary Graphic - Reece James

ONLINE ABUSE:

After an unsatisfactory response from social media networks, we worked with the PFA and AI company, Signify, to demonstrate the extent of racist abuse aimed at Black professional footballers. The report provided irrefutable evidence of targeted racist abuse aimed at high profile players. This data enabled the PFA to apply additional pressure on social media companies, publicly hold them to account and call for legislative solutions.

Online Abuse Report Communications
Online Abuse Report

ENOUGH:

In April 2019, we helped the PFA strategise and deliver ‘#Enough’ - a 24-hour social media boycott in solidarity with players who received racist abuse online. Professional footballers across the leagues supported the boycott, with a reach of over 90 million. The campaign's success pressured the social networks into engaging with the PFA and led to industry-wide meetings focused on driving change.

Enough Campaign
Enough Campaign Graphic
Enough Campaign
Campaign Graphics

DEMENTIA:

After research co-funded by the PFA Charity revealed footballers were 3.5x more likely to suffer from neurodegenerative diseases than the general population, we helped the PFA restructure their dementia messaging. Information accessibility was improved by using open and concise language, ensuring the PFA’s position on the issue was clear. Following a period of social listening, we assisted the union in reviewing their support processes for members dealing with dementia and other neurodegenerative conditions.

Dementia Support
Dementia Support
Dementia Animation

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