Metro, M2M and Paddy Power have worked together over the past few weeks to produce the edition, the first time that the paper has devoted an entire edition to a campaign.
Editorially, Metro will support the campaign raising awareness to its 3.2 million readers through its news pages, says the company. The paper will carry a bespoke masthead on Monday and a selection of display ads in the edition will either have bespoke copy or will reference the Rainbow Laces campaign.
Grant Woodthorpe, Trading Director, Metro said: “I’m delighted that we are supporting this fantastic campaign which is extremely relevant to Metro’s young urban readership. We’ve never dedicated an entire edition to a campaign and it is great that so many brands are on board to lend their support.”
The Rainbow Laces campaign was launched last year by Paddy Power. Players from 54 clubs wore the laces, resulting in considerable media coverage and the support of hundreds of celebrities, politicians and sports stars.
Paddy Power from Paddy Power said: “We love football but it needs a good kick up the ass. What better way to make history and help kick homophobia out of the game than make history with Metro and be part of their first ever edition dedicated to a campaign.”
Alistair MacCallum, Managing Director, M2M said: “Taking this idea from concept to execution has involved an incredible amount of commitment from all of the partners, not least Metro’s editorial team. It’s going to create huge awareness and interest in the campaign and great credit must go to all of Metro’s advertisers that have come together to take a stand against homophobia in football.”
Ruth Hunt, Chief Executive of Stonewall: “Last year’s Rainbow Laces was a great start but there’s still a long way to go to tackle homophobia both on and off the pitch. We’re delighted Metro are backing the campaign and dedicating an entire edition to tackling homophobia in football. With their help we can get more people than ever involved in the campaign.”
This year the campaign runs from the 6th – 14th September 2014. The ambition is for an even bigger show of support from players, fans, football culture, sport and society.
