Uniting London's Youth

Communications

Everything

Design

Everything

Photo & Video

Everything

year:

2023

“The 32 Boro Cup is a symbol of anti-youth violence activism in London” The 32 Boro Cup is a youth football initiative that, since its foundation in 2019, brings London’s talented young footballers together to unite them against violence and gang-related activities. One of the tournament’s key aims is to show that disputes can be settled in a productive and fun way, tackling key issues faced by youngsters on and off the pitch, whilst offering up opportunities to build confidence, empower, and show that there can be a life after football.

The Challenge

The team behind the 32 Boro Cup wanted to lean on ROOTS.' content, communications and design team to help amplify their message. As part of ROOTS.' social commitment to giving back to local communities, the team donated time and resources to support the positive community impact 32 Born Cup and its stakeholders have.

The solution

32 Boro Cup 2022

ROOTS.’ first involvement in 2022 saw main organisers Grassroots for Good, now Think Outside the Blox, team up with a host of sponsors and partners including Nike, Netflix and hit series “Top Boy”, to endorse the event. The Cup had previously been sponsored by BT and gained visibility through key figures like ex-professional footballer Anton Ferdinand and Top Boy star Ashley Walters.

In addition to speaking at Loughborough University’s London campus to 32 Boro Cup attendees about career opportunities in sports, ROOTS.’ 2022 involvement also included the capturing of a short film edit to help promote the message and importance of the initiative for London’s youth footballers.

The ‘32 Boro Cup, uncovered’ video, produced by ROOTS., follows 3 aspiring young London footballers who have come from very different backgrounds, united in their passion for football and a drive to succeed. Kelvin, Joshua and Patryk are all Hackney Wick FC players who have found their own paths to the first team (which was also sponsored by Netflix x Top Boy for the 22/23 season) and represented Enfield Borough at the 2022 tournament. Each player speaks of the road that has led them to where they are, and why football and sports are so important to London’s youth culture.

Once the final ‘32 Boro Cup, uncovered’ video had been produced, the ROOTS. Communications team put together a press release, securing placements in national sports publications including 90min and Sport Industry Group News, whilst the video performed strongly on social media sites such as Tiktok.

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32 Boro Cup 2023

Fast forward to 2023 and ROOTS. took on a more design-focused approach, providing the tournament’s 2023 poster and promotional artwork. The brief was to create a poster that would bring together the important elements of the tournament - unity and football - to life in a contemporary way. The poster would then be used across both print and online mediums, shared on various social media sites and PR properties.