World Cup leaves a positive legacy – one month on

It may seem a distant memory but only a month has passed since the World Cup final 2010 and we felt it timely to share with you our insights into the positive impact that the event had.  Perhaps not in terms of improved pitch performance but, more importantly, in raising public awareness and support to tackle the host nation’s social issues.

Research commissioned by The Good Agency (conducted online by YouGov) found that almost a third (30%)of Brits felt the World Cup and related media coverage increased their awareness of social issues like HIV and homelessness in South Africa.  Furthermore, almost 1 in 10 (9%) said they were now more likely to support charitable causes in South Africa – a figure that charities working on projects there should be encouraged by. Proof enough that good timing can be your greatest asset when it comes to planning awareness campaigns.

Roger Lawson, Strategy and Planning Director, The Good Agency added:

“This year’s World Cup provided an excellent opportunity for the sector to engage new audiences with issues, arguably more important than those on the pitch.  Whether charities want donors, campaigners, volunteers (or all three), these results show that both the event and media coverage such as BBC Three’s ‘WAGs, kids and World Cup dreams’ has left a positive legacy and opportunity.

“With the London Olympics in 2012, charities and not-for-profit organisations would be wise to start thinking now about creative ways to engage the public with their cause to reap maximum benefit,” he adds.

Piggybacking on the publicity of these types of events is just one way you can raise your profile and create a connection with your cause.

Were you able to maximise on this opportunity?  We certainly hope so.

Engagement | Events | PR | Sustainability