Become a Ref Campaigns

Who would want to be a referee? Becoming a qualified referee is not everyone’s dream, but the Football Association of Wales wanted to take a different approach in showing why the people in the middle are so important to the game.

The FAW asked ESM to produce an idea that didn't take the matter too seriously and had some fun with the role of referees in the grassroots game. EatSleep Media produced an online video advert with a scenario in which a referee gets injured during a game.

Is anyone prepared to step in? The video showed the importance of referees - without them, the game can’t go ahead - as well as providing a strong call for action for people to sign up and find out more.

Coupled with the advert was a marketing promotion via our Welsh Football Fans social media channels where we have in excess of 60,000 followers, all of whom are passionate about Welsh football, making them the perfect audience for our promo. The promo has also been played before matches and during halftime at Wales internationals at the Cardiff City stadium.