For many years, the British football industry had been silent (at best) about homophobia. The media had not been interested in covering the issue. And of 5,000 professional football players, not one would speak out – let alone come out.

Paddy Power decided to do something about this and PR was the obvious lead channel: we needed to create a public, national conversation, but did not have a huge budget, so our idea would have to be intrinsically newsworthy and social.

Our solution was to send rainbow-coloured laces to every professional footballer in Britain. This gave players a simple way to show they were “Right Behind Gay Footballers” (#RBGF) – but also created a strong editorial hook for the media and public at large. In particular, we forged partnerships with Metro newspaper, Twitter and TalkSport radio, to ensure that football fans were surrounded by positive coverage, from trusted sources.

The campaign was a cultural phenomenon. Players from 54 professional clubs wore the laces. Plus famous managers, politicians, pop stars and actors. Amateur players and fans clambered for their own laces, so we had to produce another 10,000 pairs. In just 7 days, our campaign generated 400 media stories (with a reach of over 500 Million) and another 320 Million impressions on Twitter. In fact, our #RBGF hashtag alone was used 72,000 times and trended worldwide. Not once, but twice. Overall, 47% of regular betters thought more positively about Paddy Power, versus only 4% who thought worse. Success on a shoestring indeed.

We deliberately concentrated the campaign into one week. Partly to make the limited budget go further – but also to deny the football authorities any warning or chance to spoil the campaign. We adapted the campaign on a daily basis, to help shape the changing news agenda. For instance, when some clubs complained that they had not been given enough notice, we responded by pointing out that it only takes a few minutes to change your laces.

The campaign was a cultural phenomenon. Despite the lack of warning, players from 54 professional clubs wore the laces, from Arsenal to Aberdeen, Everton to Newcastle. Other sports joined in. Plus politicians, pop stars, actors and even other brands. Amateur players and fans clambered for their own laces, so we had to produce another 10,000 pairs.

In just 7 days, our campaign generated 400 media stories (with a reach of over 500 Million) and another 320 Million impressions on Twitter. In fact, our #RBGF hashtag alone was used 72,000 times and trended worldwide. Not once, but twice. Overall, 47% of regular betters thought more positively about Paddy Power, versus only 4% who thought worse. And all this for just £150k: less than 0.2% of category spend.