Soccer Players Take To Field In Nameless Shirts To Spotlight ‘Forgotten Third’
On April 11, 2023, viewers watching the England v Australia women’s soccer game may have realized that some of the players on the pitch were dressed in shirts without their names. It turns out this was done on purpose as part of a campaign to highlight the “forgotten third.”
Developed by Alzheimer’s Society together with the creative agency New Commercial Arts, the in-match stunt shone a spotlight on the shocking statistic that one in three people born today is likely to develop dementia in their lifetime.
For soccer fans worldwide, that means the unthinkable reality of forgetting one’s favorite team or player. As such, the England Football Association joined in the mix with its Football Should Be Unforgettable movement last year to raise awareness of the issue among supporters.
How'd you like the chance to win an iconic signed nameless @lionesses shirt from last night's Alzheimer's Society International? 💙
— Alzheimer's Society (@alzheimerssoc) April 12, 2023
Visit our silent auction and help raise money for vital dementia support services at https://t.co/o3S2jeVCnV. https://t.co/8MPcHUxxwu
Taking the initiative one step further, the England team donated the specially-made shirts to the charity to be put up for auction, with funds going towards the Alzheimer’s Society programs to aid patients and families dealing with the disease.
“We hope by making this simple alternation with this gesture and getting both teams to show a sign of solidarity, we can put an important spotlight on just how much dementia can devastate lives,” said the Society’s CEO, Kate Lee.
“I hope it makes a massive impact from the stands to screens, inspiring people to donate so we can reach even more people with our life-changing support, which helps people through some of the hardest and most frightening times.”
[via Creative Salon and Evening Standard, cover image via England Football Team]
