Page 30 - AdNews Magazine Jul-Aug 2020
P. 30

 Investigation
 Sport as a beacon of hope
The issue of racism and the resulting Black Lives Matter movement has added hugely to societal tension. Sport and its athletes can be part of the long-term solution.
Steve Martin, global CEO of M&C Saatchi Sport
& Entertainment:
The COVID-19 lockdown has shone a light on two things; our collective love of sport and the gaping chasms in our society. Sport therefore comes out of lockdown with a greater role than ever to gel communities, cultures and even nations. We all need to embrace the uniting power that our industry has on a global stage and not shirk this responsibility to bring people together. You can’t put the political football back in the box.
Our belief is that athlete and artist activism should be encouraged to shine a light on these issues where athletes can use their influence and platforms to help find solutions or persuade those in power to right the wrongs in society.
Some of the most inspirational, compassionate and unifying voices across the globe during the past few months have been young athletes. Look at Marcus Rashford, the 22-year-old Manchester United striker, who used a passionate and
emotional plea in such a calm and authentic manner to lobby the UK Government to extend free school meals to children living in poverty during the summer period.
Athletes who dare to stick their heads above the parapet rather than offer a “Republicans buy sneakers, too” defence should be encouraged as engagement with societal issues makes the athlete voice more compelling. As brands working with athletes and artists, we should encourage this even when it makes us uncomfortable.
It’s also an opportunity
for brands to help lead this change that is required, and they can use their sponsorship platforms and partnerships to communicate their stance on important societal issues.
Customers are now expecting brands to lead on helping create change. The ones that get it right will be rewarded with long-term customer loyalty. Brands can’t simply stay silent now; they have to build clear social policies into their overall approach to marketing.
       Social issues: shout it out loud.





















































































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