Chelsea Foundation: Turning Chelsea Pride into Community Impact
Chelsea Football Club Foundation came to us at a turning point. It was about to launch its first strategy, shifting its focus from being the biggest to making the biggest difference. The Foundation needed a narrative that could carry that ambition. It had to feel true to the club, speak to fans and players, and bring community members with it. It also needed to avoid the flatness of a corporate strapline.
Impact
On camera, players spoke about what the game had given them. It had helped them through cancer treatment, introduced them to new friends, and brought back the joy of camaraderie and competition later in life. The result was powerful national coverage that showed the strategy through real people and lived proof of the Foundation’s impact in the community.
Approach
We gave the Chelsea Foundation a new identity: 'Where Pride in our Club becomes Impact in our Community.' It captured the spirit of Chelsea and applied it to everyday community work. The concept became the spine of the strategy, rolled out across matchdays, media and the Club's social channels. We launched the strategy across national media, inviting the Press Association to film one of CF's standout initiatives: Walking Football, where over 65s gather weekly in London to play a slower version of the game.
