Migration Museum reaches millions with Euro 2024 campaign
Did you see this graphic on social media or in pubs during Euro 2024?
England’s men’s football team reached the final of Euro 2024, and during their run to the final, we teamed up with creative company Wonderhood Studios and media agency the7stars on a social media and out-of-home advertising campaign highlighting how migration has shaped the England team.
Ahead of England’s quarter-final against Switzerland last Saturday, we posted a video graphic on social media and 250 pub screens across the country showing what England’s starting line-up would look like without players either born outside the UK, or with at least one parent or grandparent born abroad.
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At full time, we updated the graphic on pub screens and shared a follow-up graphic on socials highlighting that without England’s five successful penalty takers, all of whom were the children or grandchildren of immigrants, England would be out.
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Following England’s semi-final win over the Netherlands, we posted another responsive graphic with the message ‘England Doesn’t Win Without Migration’, centred on the fact that both of England’s goal scorers are the children of immigrants.
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And ahead of kick off in final against Spain, we posted a graphic on social media and displayed on 1,297 screens in 251 pubs with the tagline: ‘England Wouldn’t Have Got This Far Without Immigration’, highlighting that all of England’s goal and penalty shoot-out scorers and 16 of the 21 players who made it onto the pitch during the tournament were born outside the UK or had at least one parent or grandparent born abroad.
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The aim of the campaign was to place migration at the heart of fan conversations and encourage people to think about the connections between football and migration.
Migration is often seen as a divisive issue. But it has the potential to unite us through shared experiences and family histories. If you peel back the layers of any of the players in the England squad further, you will almost certainly find migration stories – whether of immigration, emigration – or both. And migration has shaped more than just the England men’s football team – it goes to the heart of who we all are, where we’ve come from and where we’re going – as individuals, as communities, and as nations.
The campaign was displayed on over 1,600 pub screens across the country and went viral on social media, reaching 14 million people on social media, inspiring other organisations to share and post similar graphics, and generating radio and TV coverage, including on BBC Radio 4’s Today programme, Euronews and Campaign.
Massive thanks to the brilliant team at Wonderhood Studios for all of their work in creating and delivering this campaign. And big thanks to the7stars and Alight Media for providing and facilitating the pub screen out-of-home placements.
Photo: Wonderhood Studios
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