Soccer Aid for Unicef took place on Sunday 10 June in front of a sold-out 72,000 crowd at Old Trafford. The match featured a galaxy of stars including Usain Bolt, Sir Mo Farah, Robbie Williams and Olly Murs. After a 3-3 draw in normal time, the match was decided on penalties with England beating the Soccer Aid World XI. Unicef UK (UUK) raised a record £5.5million on the night with almost four million viewers tuning in to watch the programme on ITV – making it the most-watched show on UK television that day.
Triple S Communications spearheaded the PR strategy for the project from launch to the match itself, working in collaboration with the Unicef UK and ITV media teams. This involved a carefully considered plan of player announcements in the build-up to the game, conveying key strategic messages during different phases of the campaign, a four-month long social media strategy, promoting fundraising events, organising impactful media days during training sessions and publicising the programme itself.