On the Field and in Life: The Fair Play Campaign Showed That Sport Can Change Children's Lives
Fosfa
How to reach a young audience in a time of mental health crisis? 4o
reach
television viewers remembered the key values of the campaign
Challenge
How to Reach Young People in a Mental Health Crisis?
In recent years, data has pointed to a decline in the mental health of children and young people. According to the National Institute of Mental Health, in the post-pandemic period, more than 40% of young people showed symptoms of depression and nearly half experienced anxiety. Hospitalizations of young patients due to eating disorders have increased by nearly a third since 2020, according to data from the Institute of Health Information and Statistics (ÚZIS), and even the suicide rate among young people is showing an upward trend, according to the Czech Statistical Office (ČSÚ).
How to
Fosfa Brings Olympic Values Back Into the Game
Into this situation entered the 2024 Summer Olympic Games in Paris. Fosfa, as a partner of the Czech Olympic Team, saw in the event more than just a sponsorship opportunity — the goal was to build on the Olympic theme and original values of Olympism, which align closely with Fosfa's own values, and to use them to inspire young people. The campaign aimed to highlight these values and sport as a path to building mental resilience — strengthening both the body and the mind of children and young athletes. It also emphasized that these values (RESPECT, DISCIPLINE/SELF-DISCIPLINE, TRUST, and FRIENDSHIP) are not only tied to sport but are crucial for life as a whole. That’s why the core message of the entire campaign was: ON THE FIELD AND BEYOND, PLAY FAIR.At the heart of the campaign were six children who won the Fosfa Sport Awards 2023. Each winner became an ambassador for one of six key values in 2024.This gave rise to the Fair Play campaign. Without a product, without actors, and without sales goals. At its core were real young athletes involved in the Fosfa Sport project. Under the banner of "Fair Play," they presented the values of Fosfa and the Olympic ideals that inspire them.
Impact
The Fair Play Campaign Reached Millions, Surpassed Benchmarks, and Moved Society Toward Change
The campaign struck a chord with the public mood and quickly became a phenomenon, reaching millions of people. Over the course of six months, 208 media outputs were generated, reaching 7.5 million people, with an advertising value equivalent of 47 million CZK (source: Mediaboard). The key values presented in the campaign were remembered by 82% of TV viewers — exceeding standard benchmarks by 173% (source: Knowlimits, TV flight buying for the campaign). Sports clubs in the region filled up, and society began to show greater interest in sport as a way to positively influence the future of the younger generation.
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