Arsenal fans follow their team through thick and thin and always give their support on and off the field. This unity is shown in the fact that Arsenal are affectionately called the ‘Gooners’ and their fans are also called ‘Gooners’. We wanted to keep our message upbeat; after all the fans are having a day out and don’t want to be depressed by yet another charity ad. We didn’t think it was necessary to inform the fans about the ins and outs of TreeHouse, but by tapping into the mindset that ‘if the players are giving a day's wages to TreeHouse then it must be a good cause, and the least I can do is give a pound’, we created the slogan ‘Be a Gooner. Be a Giver.'