In principle, duomedia is a Content PR agency, working from Belgium with a Pan-European reach and a strong focus on technical B2B-markets. But from time to time we like to take on a challenge, an opportunity to work from a different angle, to reach a larger widespread audience and to put our creative caps on. Through a good friend of mine I heard about a great social organisation called the Belgian Homeless Cup (BHC).
Allow me to briefly enlighten you on what these guys are doing: the Belgian Homeless Cup believes in the power of football & people and is a social-sportive football competition for the homeless. The idea behind the Belgian Homeless Cup is not so much to get those who are homeless or who have fallen through the cracks of society to play football but rather to give these people back a sense of commitment, social awareness, friendship and structure in their lives. Values picked up by going to weekly football trainings and various events where volunteers assist them and lend a listening ear. This social structure ensures that nothing can bring a person down, not if he or she has something to go for. The tagline is very clear about this: “Courage above all”.
At the very beginning of the organisation, the Belgian Homeless Cup worked together with a former Anderlecht and Belgian international football player. This was excellent in terms of building brand awareness and reaching a large audience, but now it was time to go a little deeper. Within the BHC, football is regarded as a means to an end. The real work is being done every week ‘behind the scenes’ by volunteers, sponsors and organisers.
The BHC teams are locally linked to the largest football clubs in Belgium. In these days of World Cup euphoria, a time when national teams and international football stars are being collected on stickers and all sorts of memorabilia, we saw an excellent opportunity to make digital collectables of the players from the Belgian Homeless Cup.
duomedia designed the visual with pictures and identity kit of BHC players.These BHC heroes, who are maybe unknown within the official teams in the Belgian national leagues, have a very special and often inspiring story to tell. To do so, we needed the internal cooperation of every BHC team. The result was a proud collection of digital collector cards being shared on social media by people who sympathise with the organisation (including a tweet from Belgian football captain Vincent Kompany - thank you!). These cards were being shared as a teaser for the annual Belgian Homeless Cup tournament organised in Brussels. Through the duomedia news releases being distributed throughout all channels we reached the national television broadcast channels in prime time, radio and news-sites, resulting in a nice coverage of the event and more importantly a great opportunity for follow up stories in the near future. We @duomediapr are a proud Communication partner of the Belgian Homeless Cup and we will continue to cheer along!
Louis De Nolf
Please go and check out the complete album on the Belgian Homeless Cup’s Facebook