•Social media has revolutionized how fans interact with footballers.

•So we asked the pros and British public to use #RBGF to show their support.

•The campaign was designed to be short and sharp to drive a sense of urgency.

•Culminating in the biggest game of the season so far, the Manchester derby.

•We created a war room to monitor, respond to and fuel the mood of the nation through real-time, reactive and planned creative and media executions.

•Twitter was the hub for conversation and #RBGF was used across all communications.

•Promoted trends ensured #RBGF made it into mainstream Twitter usage immediately.

•Promoted tweets generated broader awareness and ensured Paddy Power owned conversation around the topic.

•A partnership with The Metro newspaper placed us in the news every day.

•And Metro’s editor got right behind the campaign too.

•The campaign was a cultural and social phenomenon.

•#RBGF organically trended worldwide and in the UK, receiving over 320 million #impressions.

•Over 1/4 of UK adults had heard about the campaign.

•Players from 54 clubs (40% of total) wore rainbow laces.

•250 press, 35 TV and 161 radio news reports delivered a combined reach greater than half a billion.

•Hundreds of celebs, sports stars and politicians got involved.

•Professional footballers didn’t just speak up, one even came out..

•Other countries are now adopting the approach.

•47% of people thought better of Paddy Power.

•Success on a shoestring (or bootlace).