Last month, my colleague Steph did a fantastic job leading the launch of a powerful series of print and OOH advertisements for our client, Médecins Sans Frontières (MSF) – a global humanitarian organisation that delivers emergency medical aid to countries affected by conflict, epidemics and natural disasters. The campaign drew urgent attention to the ongoing atrocities in Gaza and urged the British government to take meaningful action to prevent further acts of genocide. It served as a compelling reminder of the vital role marketing can play in raising awareness of political and social injustices and driving meaningful change.

Media Innovation

To kickstart the campaign, Arsenal’s first team debuted an all-white kit with no red during its FA Cup third-round match against Nottingham Forest. It was a powerful statement intended to spotlight the urgent need to end youth violence. This was supported by a series of organic social media posts that reinforced the campaign’s core message.

Since 2022, the club has reinforced its commitment to youth safety by renovating three football pitches on estates in Islington and Camden, creating safe spaces that have delivered over 1,450 hours of organised activities for young people. The club has also partnered with 10 community charities, such as Box Up Crime, The Stephen Lawrence Foundation, Steel Warriors and Don’t Stab Your Future, to expand outreach efforts and create meaningful volunteer opportunities across London. To recognise individuals making a genuine impact, Arsenal has also awarded 210 No More Red shirts – which are unavailable commercially – to dedicated volunteers that are making a tangible contribution to youth development in their communities.

Accelerating Growth

At the time of its launch, the campaign received widespread praise for its powerful message and social impact. In September 2022, Arsenal was recognised with the Community Award at the Leaders Sports Awards which celebrated the campaign’s use of sport to break down social barriers and inspire positive change. The following year, Arsenal’s integration of the No More Red campaign and British Sign Language was also named one of the inaugural recipients of UEFA’s FootbALL awards, presented at the UEFA Respect Forum and honouring efforts to use football as a catalyst for social change. Perhaps more importantly, though, the campaign has since grown into a broader, community-led initiative that continues to make a tangible difference in areas affected by knife crime.

Overall, No More Red demonstrates that the fusion of sports and marketing can extend far beyond awareness to create real, lasting impact within communities. By using Arsenal’s platform and partnering with local organisations, the initiative has transformed a powerful message against youth violence into tangible support and opportunities for young people. Its growing reach and sustained community engagement highlight the potential for purpose-driven campaigns to drive meaningful social change, proving that when marketing is combined with genuine action, the results can be truly game-changing.