behind every star
Kids sport in Wales was facing a crisis. There weren’t enough adult volunteers to keep teams running and government funding for paid helpers had dried up. We needed to encourage much more volunteers, without creating negativity for kids and laying blame on adults.
Our answer was to let the kids do the talking. With the warmth of welsh spirit and the positivity of kids growing with sport, we developed a press and TV campaign for Sports Wales that added a little Welsh humour to the issue.
We knew a little Welsh patriotism would go a long way with this audience, so we asked Welsh rugby ace Jamie Roberts to get in on the action and star in our ad. He obliged and even played last choice for the cause.
