For many years, the British football industry had been silent (at best) about homophobia. The media hadn’t been interested in covering the issue. And of 5,000 professional players, not one would speak out – let alone come out. However, in just one week in September 2013, we managed to change all this.

We sent rainbow-coloured laces to every professional football player in Britain, and asked them to wear them, to show that they were “Right Behind Gay Footballers” (#RBGF). We then used a barrage of advertising, PR, digital and social media to marshal wider public support.

Thousands of players joined in, the media broke their silence to devote over 400 stories and 500 Million impressions to the campaign, and the British public showed their support with over 320 Million Twitter impressions. All in just 7 days.

Our big idea was to use a free medium that nobody had thought of before. Bootlaces were the only objects in professional soccer that weren’t already covered with sponsorship messages. By sending rainbow-coloured laces to every professional footballer in Britain, we could break through the clutter and give players a simple way to show they were 'Right Behind Gay Footballers'. Advertising, PR, digital and social media could then marshal wider public support.

Players from 54 professional clubs wore the laces, from Arsenal to Aberdeen. Other sports joined in. Plus politicians, pop stars, actors and even other brands. Amateur players and fans clamored 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 betters thought more positively about Paddy Power, versus only 4% who thought worse.