“Missing” aims to raise awareness and funds to help the women's team achieve their ambition of competing in the first-ever Amputee World Cup in Colombia this November. The idea and campaign were conceived and executed by creative agency Kitchen.
The cross-channel campaign, which launches across TV, cinema, DOOH and press on 16 August, highlights the need for Amputee Lionesses' financial support, as they receive no funding from any organisation and must raise the £50,000 they need themselves through donations.
Written and produced by Kitchen in collaboration with filmmaker Dean Thrussell, the concept showcases the England women's amputee football team through the stories of its two main players, Annabel Kiki and Shelby Clarke.
The focus on the concept of “missing out” leads us to believe they are talking about limb impairments, but the film takes a turn when it becomes clear that they are actually talking about missing out on the chance to compete and win the Amputee World Cup in Colombia.
The campaign has been created entirely pro bono, with PR assistance from East of Eden's Nick Ede and media from JAA, and will feature editorials and adverts in several publications, including the Daily Mail, The Times and Sunday Express, from August 18. The team have already appeared on ITV's This Morning and will feature on Sky News and Channel 4 throughout the Paralympics, both of which will be supported with advertising spots.
With media provided by owners including ITV, Sky and Channel 4, as well as Mass Media, Limited Space, Open Media and DCM, Pixability provides SEO support.
The team hopes to rally football fans across the country, bring them to Colombia and play their part in bringing victory back to England.
Donations are being collected through the team's page.
England Amputee Lionesses centre-forward Annabel Kiki said: “Having an incredible team of filmmakers, advertisers and PR gurus behind this campaign who have worked with us completely pro bono shows how much faith we have already. The time and effort that has gone into getting to this stage is incredible and gives us hope that maybe more people will get involved and be part of the magic. After losing a leg, I began to realise that nothing feels better than doing something people told me I couldn't do… Woman, one leg, World Cup, we're going to show it to everyone!”
Ed Chilcott, creative partner at Kitchen Soho, said: “These are top athletes who just want to play football and make their country proud, but unlike other national teams they are not funded and have to raise the money themselves. We want to give them the opportunity to play at the World Cup and get the recognition they deserve. This is the start of a longer term goal to help children with limb disabilities know that they don't have to be defined by their disability.”
“Frankly, the response from our industry friends and media partners has been amazing and I can't even begin to express how grateful I am. It shows that our industry is at its best.”
