FOOTBALL AS A COMMON LANGUAGE. MULTIMEDIA CONTENT PRODUCER

CLIENT. AGE INTERNATIONAL

BRIEF. Create a social content campaign that used the FIFA World Cup as a shared cultural moment to build empathy and connection with UK audiences, while highlighting the experiences of an older people's football team living in a refugee camp in Tanzania.

APPROACH. Audience feedback suggested that some international stories were being perceived as distant from UK audiences. I developed a content approach that used football as a universal point of connection, shifting the focus towards shared experiences.

Working remotely from the UK, I collaborated with local partners in Tanzania, commissioned and managed a local videographer, developed the editorial approach, wrote interview frameworks and oversaw content gathering.

Throughout the project, particular emphasis was placed on safeguarding, informed consent and ethical storytelling.

YOUTUBE VERSION

Photo: Amini Suwedi / Age International / Fairpicture

Rather than focusing on trauma or hardship, the films centred on the lived experience of the team's coach, highlighting the positive role football played within the community.

I produced and edited a suite of platform specific content, including a hero film and paid social media assets. Multiple edits were created and tested across channels, allowing the campaign to be refined and optimised based on audience engagement and performance.

OUTCOME. The campaign demonstrated how audience insight can be used to make international stories more relatable and engaging for UK audiences. The final content helped support a broader shift towards audience centred, strengths based storytelling, focusing on shared humanity rather than difference. The campaign was subsequently selected for paid promotion across social channels, reflecting confidence in both the creative approach and its ability to engage audiences.

Interested in working together? Get in touch.