Know the Score - Crystal Palace

“Know the Score”
In early 2011 the Mr Brightside Project, through former Millwall, Charlton
and QPR goalkeeper Nicky Johns who lost his son Stephen at the young
age of 26 to bowel cancer, bought together leading bowel cancer charities,
XLI&SFF]1SSVI*YRHERHXLI%HEQ7XERW½IPH*SYRHEXMSRWYTTSVXIHF]
the Professional Footballers’ Association, to raise awareness of the disease
during Bowel Cancer Awareness Month of April.
The aim of the campaign was to bring together charities who all had links
to the professional game to work in partnership under the ‘Know the
Score’ banner and utilise the power of football to achieve maximum
impact when raising awareness of Bowel Cancer symptoms.
Gordon Taylor OBE: Chief Executive of the
Professional Footballers’ Association
“For over 25 years the PFA has been at the forefront of football’s social
responsibility programmes in appreciating that professional football, with
MXWLMKLQIHMETVS½PIMWMREZIV]WXVSRKTSWMXMSREWERSVKERMWEXMSRERH
the willingness of its members to be a force for good in our society.
As a result we have been keen to put our name, endorsement and support
to many worthwhile causes and ‘Know The Score’ illustrates the concept
perfectly of so many bowel cancer campaign charities coming together
showing strength in unity and looking to achieve widespread publicity
for a problem that affects people of all ages and a problem that can
be eased by awareness, checking and early treatment.
Many thanks to all parties involved and our deepest appreciation for all
those willing to take part in this campaign hoping to make a difference
for good in our modern world.”
It is a cancer which is perceived to affect people over the age of 55 when
in fact it can affect men and women of any age. The campaign, fronted by
PFA chairman Clark Carlisle, saw 35% of professional football clubs place
adverts in their matchday programmes and websites raising awareness of
bowel cancer over the 2011 Easter period.
2012 Campaign
In January 2012, Beating Bowel Cancer and Bowel Cancer UK along
with the Men’s Health Forum joined the founding partners to work in
partnership to promote the 2012 ‘Know the Score’ campaign which saw
England internationals through the generations Martin Peters MBE,
Les Ferdinand MBE, Faye White MBE and James Milner launch a poster
campaign. Posters were sent to all Premier and Football League club
PFA delegates and club doctors to display on notice boards in
changing rooms and adverts were placed in national newspapers.
During February 2012, adverts were placed in:
Mail on Sunday - print run 1.8 million, readership 4.8 million
Express - print run 532,622, readership 1.5 million
Mirror - print run 2 million, readership 5 million
Daily Star - print run 604,767, readership 1.8 million
Know the score
and help tackle bowel cancer!
The Mr Brightside Project together with leading bowel cancer charities and partners
JVSQ[MXLMRXLI4VSJIWWMSREPKEQIEVIGEPPMRKJSVTISTPIXSWXERHYTEKEMRWXXLIHMWIEWI
Know your body!
&S[IPGERGIVGEREJJIGXQIRERH[SQIRSJEPPEKIWFYXMWQSWXGSQQSRMRXLISZIVW
7SKIXXSORS[]SYVFSH]ERHMJ]SYRSXMGIER]SJXLIJSPPS[MRKERHXLI]PEWXPSRKIV
XLERXLVII[IIOWQEOIERETTSMRXQIRXXSWII]SYV+4
Know the score and help tackle bowel cancer!
The Mr Brightside Project together with leading Bowel Cancer Charities and partners from within the Professional
game are calling for people to stand up against the disease.
ˆ&PIIHMRKJVSQXLIFSXXSQ[MXLSYXSFZMSYWVIEWSR
ˆ%TIVWMWXIRXGLERKIMRFS[IPLEFMXXSPSSWIVSVQSVIJVIUYIRXFS[IPQSZIQIRXW
ˆ%PYQTMR]SYVXYQQ]SVXYQQ]TEMRIWTIGMEPP]MJMX´WWIZIVI
Chances are it won’t be bowel cancer. But if you’re concerned, it’s better to play safe
Know your body!
Bowel cancer can affect men and women of all ages, but is most common in the over 50s. So get to know your body
and if you notice any of the following and they last longer than three weeks, make an appointment to see your GP:
8LI/RS[XLIWGSVIGEQTEMKRMWWYTTSVXIHF]TEWXERHTVIWIRX)RKPERHMRXIVREXMSREPW
1EVXMR4IXIVW1&).EQIW1MPRIV*E]I;LMXI1&)ERH0IW*IVHMRERH1&)
ˆ&PIIHMRKJVSQXLIFSXXSQ[MXLSYXSFZMSYWVIEWSR
ˆ%TIVWMWXIRXGLERKIMRFS[IPLEFMXXSPSSWIVSVQSVIJVIUYIRXFS[IPQSZIQIRXW
ˆ%PYQTMR]SYVXYQQ]SVXYQQ]TEMRIWTIGMEPP]MJMX´WWIZIVI
Chances are it won’t be bowel cancer. But if you’re concerned, it’s better to play safe
The Know the score campaign is supported by past and present England internationals Martin Peters MBE, James Milner, Faye White MBE and Les Ferdinand MBE.
For more information - www.knowthescore.org.uk
Mr Brightside Project is a registered charity No. 1133615
Cancer Research UK is a registered charity in England and Wales No.1089464
Beating Bowel Cancer is a registered charity No. 1063614
Bowel Cancer UK is a registered charity No. (England and Wales) 1071038
For more information - www.knowthescore.org.uk
Mr Brightside Project is a registered charity No. 1133615, Cancer Research UK is a registered charity in England and Wales No.1089464,
%HEQ7XERW½IPH*SYRHEXMSRis a registered charity No. 1140579, Beating Bowel Cancer is a registered charity No. 1063614,
Bowel Cancer UK is a registered charity England and Wales No. 1IR´W,IEPXL*SVYQMWEVIKMWXIVIHGLEVMX]2S
World of Football Launch bowel cancer
‘Star of Hope’ symbol
%RI[WMPZIV³7XEVSJ,STI´FEHKI[EWSJ½GMEPP]TVSHYGIHF]XLIGLEVMXMIW
as the new national bowel cancer symbol and launched in partnership with
the Professional Footballers’ Association and supported by the
0IEKYI1EREKIVW´%WWSGMEXMSRERHXLI4VSJIWWMSREP+EQI1EXGL3J½GMEPW
0MQMXIH*SVXLI½VWXXMQIIZIV1EREKIVW4PE]IVWERH1EXGL3J½GMEPWGEQI
together to support a national campaign.
The Professional Footballers’ Association Chief Executive Gordon Taylor
sent a personal letter to all delegates requesting their members wear
the ‘Star of Hope’ badge with over 75% of players wearing the badge
at games over Easter.
The League Managers’ Association wrote to their members requesting
they wear the badge over the Easter period with over 60% taking part, and
many managers continuing to wear the badges during the Bowel Cancer
Awareness Month of April.
3J½GMEPW0MQMXIHVIUYIWXIHXLIMV
QEXGLSJ½GMEPWXS[IEVXLI
Know the Score badge over
the Easter period with 100%
SJSJ½GMEPWXEOMRKTEVX
*SVQIVQEXGLSJ½GMEP7XIZI&IRRIXX
supporting the campaign
The Professional Footballers’
Association saw 225 of its
former players wear the badge
at games they attended over
the Easter period.
Former Exeter City, Charlton Athletic,
Northampton and Republic of Ireland
player Theo Foley supporting
the campaign
Swansea City and Wigan Athletic managers Brendan Rodgers and Roberto Martinez were
two of many managers throughout the Premier and Football Leagues who supported
the campaign by wearing the ‘Star of Hope’ badge throughout April.
Visual Campaign
A visual campaign to support the launch of the ‘Star of Hope’ saw players
EXWIPIGXIHGPYFWERHQEXGLSJ½GMEPWXLVSYKLSYXXLI4VIQMIVERH*SSXFEPP
Leagues warm up in ‘Know the Score’ t-shirts prior to games over the
Easter period. Clubs that had links with the Bobby Moore Fund
(West Ham United), the Adam Stansield Foundation (Exeter City, Hereford
United and Yeovil Town) and the Mr Brightside Project (Millwall, Charlton
Athletic and Crystal Palace) through the playing careers of Bobby Moore,
%HEQ7XERW½IPHERH2MGO].SLRW[IVIMRMXMEPP]ETTVSEGLIHERHEKVIIH
to support the campaign.
The support given by the clubs linked to the partners saw further clubs
request to support the campaign. A total 22 clubs took part with 354 players
supporting the visual campaign. After warming up many players signed the
t-shirts and threw them to the crowds.
Premier League
Swansea v (Newcastle United)
Attendance:19,874
Football League Championship
West Ham United v Birmingham City
Attendance: 31,045
Millwall v Hull City
Attendance: 12,376
Crystal Palace v 7SYXLEQTXSR
Attendance: 18,753
Bristol City v Coventry City
Attendance: 19,003
Hull City v Middlesbrough
Attendance: 19,613
(Derby County) v Ipswich Town
Attendance: 24,156
Ipswich Town v (Leicester City)
Attendance: 18,282
Football League Division 1
Charlton Athletic v Walsall
Attendance: 15,253
Exeter City v Leyton Orient
Attendance:4,142
Brentford v Bury
Attendance: 5,192
Yeovil v Rochdale
Attendance: 3,859
Football League Division 2
Hereford v Plymouth
Attendance: 4,597
Please note clubs in brackets did not take part
%XSXEPSJQEXGLSJ½GMEPWEX4VIQMIV0IEKYIKEQIW[EVQIHYTMR
Know the Score t-shirts on
Saturday 6th April 2012
*SSXFEPP0IEKYIQEXGLSJ½GMEPW
warmed up in campaign t-shirts at
Football Laegue games over the Easter
period from 6th to 11th April.
A total of 72 games took place
[MXLQEXGLSJ½GMEPWWYTTSVXMRK
the campaign
Crystal Palace cheerleaders
‘The Crystals’ entertained fans in
‘Know the Score’ t-shirts prior to the
Crystal Palace v Southampton
game on Easter Monday
Match Day Coverage
Premier and Football League clubs adapted the ‘Know the Score’ poster,
press release and brief to run articles for their matchday programmes
along with club and community websites over the Easter period.
The PFA requested club delegates have their pictures taken for articles in
matchday programmes and in local press.
Coventry City players warm up away at Bristol City
Millwall players warm up prior to their home game v Hull City
Torquay United PFA Delegate Lee Marshall
TV Coverage
Football League Extra
Sky Sports News
Wearing the ‘Know the Score’ t-shirt, former England international Les
Ferdinand fronted the campaign with an interview with Sky Sports News
to promote the campaign, which was repeated through Good Friday and
Easter Saturday.
4VSNIGXIHZMI[MRK½KYVIW1MPPMSR
Managers throughout the Championship and Football Leagues displayed
XLI³7XEVSJ,STI´FEHKIWFIMRK½PQIHIMXLIVHYVMRKKEQIWSVMR8:
interviews after the games.
Sky Sports
West Ham United versus Birmingham City was Sky’s live game on
Easter Monday showing players warming up prior to the game.
Attendance for game 31,045
The Daily Telegraph ran a half-page publicity advert on
Good Friday and a half-page advert in the Sunday Scottish Telegraph on
Easter Sunday, free of charge. This was supported by the partners placing
an advert in the Express newspaper on Good Friday. The adverts informed
people of symptoms of bowel cancer and made them aware of the launch
of the national bowel cancer symbol the silver ‘Star of Hope’.
Press Coverage
Daily Telgraph print run 760,956 - readership 2 million
Express print run 532,622 - readership 1.5 million
Scottish Sunday Telegraph print run 30,000 - readership 90,000
Connect Sport interviewed PFA chairman Clark Carlisle,
former Watford winger Nigel Callaghan and Faye White that saw
articles in the Daily Mail and online with a number of PFA delegates
interviewed by their local newspapers
Soccer Sunday
Co-host Chris Kamara wore ‘Star of Hope’ badges for the programme
broadcast on Easter Sunday. Chris Kamara wore his famous yellow
multi-colour shirt with the badge.
Match of the Day
The ‘Star of Hope’ badges were shown when cameras focused on
managers during games and in after-match interviews throughout
Bowel Cancer Awareness Month of April
%REZIVEKISJQMPPMSRTISTPI[EXGLIHXLIWLS[[IIOP]HYVMRK%TVMP
Crystal Palace FC: David Wright, Nicky Johns, Dean Moxey and
Lennie Lawrence from an article in local South London News Shopper paper.
Web Sites
Social Media
The campaign was underpinned by the setting up of the
www.knowthescore.org.uk website, which gives clear and precise
information on the signs and symptoms of bowel cancer and links to the
partners’ websites. During Bowel Cancer Awareness Month of April
articles were posted on 75% of Premier and Football League
websites through either the Premier Health Club websites,
Football League Community websites or through the clubs’ websites.
The campaign was also supported by leading football charites through
their own websites with articles and links back to the ‘Know the Score’
website these included:
8LI.EQIW1MPRIV*SYRHEXMSR
/MGOMX3YX
The Jason Roberts Foundation
Zesh Rehman Foundation
Twitter
PFA chairman, Clark Carlisle and Faye White MBE, along with PFA delegates,
were interviewed about their support of the campaign, with the interviews
ETTIEVMRKEWJEVE½IPHEW%QIVMGE-RHMEERH-VIPERH
Rugby League club Warrington Wolves
promoted the campaign with manager
Tony Smith wearing the ‘Star of Hope’ badge
at a press conference and mascot
;SP½I[IEVMRKE³/RS[XLI7GSVI´XWLMVX
for a website article.
The campaign used social media to promote the campaign with ‘Know
the Score’ partners along with campaign supporters tweeting messages to
raise awareness of the ‘Know the Score’campaign along with messages of
bowel cancer signs and symptoms.
Fay White Arsenal Ladies – 23,165 followers
Clarke Carlisle Northampton FC – 54.800 followers
Dean Moxey CPFC – 7.500 followers
7[ERWIE'MX]*'3J½GMEP¯ 25.300 followers
%HEQ7XERW½IPH*SYRHEXMSR¯496 followers
The Bobby Moore Fund /Cancer Research – 46,177 followers
Beating Bowel Cancer – 6,615 followers
Bowel Cancer UK – 4,328 followers
Mens Health Forum – 2,652 followers
West Ham United Ladies – 5,716 followers
Charlton Live – ,659 followers
From the 99 twitter followers of the Mr Brightside project over 2,240,132
retweets were generated these included
Carrol Trust – 1,392,300 followers
Michael Bermat MD, USA – 250,418 followers
American Health – 135,057 followers
Peter Tartkomen – 113,099 followers
Face Book
Exeter City – 6,862 followers
Club Forums
CPFC Holmesdale
CPFC BBS
Quotes
James Milner: Manchester City and England
±-EQTPIEWIHXSWYTTSVXXLI³/RS[8LI7GSVI´GEQTEMKRMRSVHIVXS
help promote thee awareness of bowel cancer. I hope the campaign
and the launch of the badge helps to highlight that bowel cancer affects
people of all ages and I encourage people to see a doctor at the
½VWXWMKRSJER]W]QTXSQW²
The campaign was supported by:
Martin Peters MBE: Ex West Ham, Spurs and England
±-[EWLETT]XSKIXMRZSPZIHMRXLI³/RS[XLI7GSVI´GEQTEMKREWFS[IP
GERGIVMWWYGLERMQTSVXERXMWWYITISTPIPSWIXLIMVPMZIWIZIV]HE]XSXLI
HMWIEWIWS-[SYPHIRGSYVEKIIZIV]SRIXSQEOIWYVIXLI]EVIE[EVISJXLI
W]QTXSQWERHWTIEOXSXLIMVHSGXSVMJGSRGIVRIH²
Faye White MBE: Arsenal and England
±-EQWYTTSVXMRKXLI³/RS[XLI7GSVI´GEQTEMKRFIGEYWIMX´WLIPTMRKXS
raise the awareness of bowel cancer that can affect both males and females
SJER]EKI0MOISXLIVMPPRIWWIWIEVP]HMEKRSWMWGERFIWSZMXEPMRWYGGIWWJYP]
XVIEXQIRXWSMX´WMQTSVXERXXSQEOITISTPIE[EVISJXLIW]QTXSQWEW[IPP
EW[E]WXLI]GERVIHYGIXLIVMWOSJHIZIPSTMRKXLIHMWIEWI²
Les Ferdinand MBE: Ex QPR, Newcastle, Spurs and England
±-EQLETT]XSWYTTSVXXLI³/RS[XLI7GSVI´GEQTEMKRERHLSTIJYPP]
through football, a game that interests and reaches males and females
of all ages, attitudes can be changed and by becoming more aware and
recognising symptoms early, a difference can be made,
[LMGL[MPPYPXMQEXIP]WEZIPMZIW²
Nicky Johns: 1V&VMKLXWMHI4VSNIGX'V]WXEP4EPEGI*'*SYRHEXMSR
Alison Johns: 1V&VMKLXWMHI4VSNIGX
Paul Johns: 1V&VMKLXWMHI4VSNIGX8%+
Dave Palmer: The PFA
Andy Cole: 8LI%HEQ7XERW½IPH*SYRHEXMSR
Frances Jameson: 8LI&SFF]1SSVI*YRH
Paul Taylor: 6IWSYVGIJYP1IHME
Kate Philipson: &IEXMRK&S[IP'ERGIV
Grant Imach, Eimer Rigby: &S[IP'ERGIV9/
David Wilkins: 8LI1IRW,IEPXL*SVYQ
Simon Lansley: 'SRRIGX7TSVX
Mark Halsey: 8LI%HEQ7XERW½IPH*SYRHEXMSR