Green Football Weekend social media campaign and audience engagement

For Green Football Weekend 2024, we were asked to design and deliver a social media campaign that would build anticipation ahead of the weekend and keep fans talking throughout.

We created a programme of content celebrating climate action across football, from clubs and players to pundits and celebrity fans. Alongside planned content, we joined the conversation in real time, reacting to key moments across the weekend to weave climate action naturally into the football conversation.

The campaign encouraged fans to make green pledges, score points for their club and even swap meat for veg using a player-inspired cookbook. By bringing football, fandom and climate action together, it inspired supporters to take positive action and demonstrated how social media can turn cultural moments into meaningful behaviour change.