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2021-05-10T12:29:00+01:00 Martin Beverley, chief strategy officer at creative agency, adam&eveDDB, on why the sports and media industries must wake up to the power of representation A lack of representation in media and sports has an enormous impact on the perceptions of younger generations seeking role models. So EA Sports’ decision to sign Hamza Choudhury as its first British Asian Ambassador is good news. In fact, a survey by Kick It Out found 86% of fans agreed that more role models would increase the number of British Asian professional footballers. And now, having worked on EA Sports’ new FIFA 21 campaign in recent months – a campaign which was gifted £1m in commercial airtime, thanks to winning Channel 4’s Diversity in Advertising Award – our agency has once again discovered, first-hand, just how important an issue this is. ....
How Fifa created an 'authentic, not voyeuristic' portrayal of a British Muslim community campaignlive.co.uk - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from campaignlive.co.uk Daily Mail and Mail on Sunday newspapers.
The campaign, by adam&eveDDB, highlights the lack of British Asian representation in professional football and features Hamza Choudhury and the Midnight Ramadan League ....