Amputee Lionesses
Missing
Overview
Turning a missing budget into a national campaign
The England Amputee Lionesses had earned their place at the first-ever Women’s Amputee World Cup. What they didn’t have was the funding or awareness to get there. Working pro bono, JAA turned Missing into a national campaign that put the team – and the support they needed – firmly in view.
The Real Problem
They had everything but the support
The Lionesses needed to raise £50,000 to compete in Colombia. But money wasn’t the only challenge. Women’s amputee football lacked the profile and media attention needed to put their story in front of enough people.
The Trait
Turn what was missing into the message
Missing transformed a limitation into its creative strength. The campaign drew on the players’ lived experience and ambition to tell an authentic story – creating an idea that was impossible to separate from the team behind it.
The Strategy
Make a small budget feel anything but small
With no big media budget to fall back on, we used JAA’s industry relationships to build national reach through donated inventory. A powerful idea, relevant environments and the momentum around women’s football gave the Lionesses the platform they deserved.
The Tactics
The media industry got behind the team
JAA secured donated inventory across ITV, Sky, Channel 4, DCM and leading OOH partners. Activity ran across broadcast, cinema, press and outdoor, with OOH targeted around England Women’s Amputee Football Team fixtures.
The Results
From missing funds to making history
The campaign helped get the Lionesses to the inaugural Women’s Amputee World Cup – where they went all the way to the final.
£50k+
World Cup
2nd
Related projects
-
RSPCA
For Every Kind
Read more -
Palmer's
Owning Summer (2022-26 work)
Read more -
Garmin
A Decade of Brand & Performance Growth
Read more -
Cats Protection
The Perfect Match
Read more -
Midnite
Growing Awareness Among Contemporary Playmakers
Read more -
Baylis & Harding
From Haute Handwash to Christmas No.1
Read more