To position Wembley Stadium as an inclusive and accessible venue for all via broadcast and national media.
What we did
To ensure a newsworthy story that would appeal to planning desks and news editors, we created a hook aligned to the stadium’s two Sensory Rooms. Designed and built at the stadium, to enable fans with neurodiversity and disabilities to enjoy experiences at Wembley Stadium.
We also enlisted the support of ex England player Claire Rafferty as our spokesperson. Coordinating interviews in the sensory rooms on the same day as the Lionesses’ return to Wembley to face the Netherlands. An ex-Lioness, Claire uses her platform to open-up about her struggles and experiences with ADHD, making her an authentic voice to bring to life the benefits of the Sensory & Inclusion Room offerings.
From a live appearance on Sky News at Breakfast, through to interviews that included The Guardian, Evening Standard, BBC Radio 5 Live and The Mirror, Claire provided personal commentary on how she’s been affected by large sporting venues and crowds throughout her career, highlighting the need for inclusive facilities at stadiums to ensure football and events are accessible for all.
A blanket of coverage ran throughout the day, with the conversation further supported by the identification of three content creators to attend the Lioness fixture with their families. @disabled_eliza, @neurodivergentlou and @raisingkevin all proactively use their platforms to speak openly about their unique experiences with neurodiversity and disability and at the match created engaging content following positive experiences all round.
Paul Collins, Wembley Stadium Communications Manager