ACFF

ACFF — Turning awareness into shared responsibility on and around the pitch.

THE CONTEXT

Addressing a reality that affects the entire football community

Violence in sport takes many forms, from verbal aggression and intimidation to psychological and physical violence. In the Fédération Wallonie-Bruxelles, a study found that one in four young people had experienced verbal violence within their sports club. With “Mettons la violence hors-jeu”, the ACFF wanted to bring the issue into the open and encourage clubs, players, coaches, referees, parents and supporters to recognise their role in creating a safer and more respectful football environment. The campaign was built around a clear conviction: violence begins long before physical confrontation, and prevention starts by changing everyday behaviours.

THE CHALLENGE

Making everyone feel concerned

The subject is serious, but awareness only works when people recognise themselves in the message. The challenge was therefore to move beyond condemning extreme behaviour and draw attention to the words, attitudes and gestures that can gradually normalise aggression around the pitch. The campaign needed to speak to the entire football community through a message that was direct, understandable and easy for hundreds of affiliated clubs to relay.

OUR RESPONSE

Putting collective responsibility at the heart of the campaign

The campaign was structured around a simple idea: everyone can witness violence, and everyone has a role to play in preventing it. “Tous témoins. Tous responsables.” turns the issue into a shared responsibility and gives the campaign a clear platform for communication across clubs and channels. Creativeroom contributed to translating this message into campaign content, including the production of the official video, designed to confront audiences with behaviours that can too easily become normalised.

CAMPAIGN CONTENT

Making the message visible across the football ecosystem

The campaign was deployed through visual materials, video and clear awareness messages distributed through ACFF-affiliated clubs and communication channels. Each format reinforces the same central idea: respect is not secondary to the game, it is part of its rules. By giving clubs content that could be easily shared and displayed, the campaign created a common language around prevention and responsibility.

VIDEO PRODUCTION

Using emotion to trigger reflection

The official campaign film brings the issue to life through situations and behaviours that audiences can immediately recognise. Rather than treating violence as an abstract problem, the video focuses attention on the escalation that can begin with words, attitudes and everyday reactions. The objective was to create a piece of content capable of generating reflection and conversation throughout the football community. Creativeroom’s production of the campaign video is also explicitly credited by the federation.

ACTIVATION

Turning communication into a movement across clubs

The campaign was relayed throughout the ACFF network, with clubs invited to share the official video, organise awareness sessions and participate in dedicated actions on football grounds. This gave the message a life beyond the initial communication assets and brought the conversation directly into the environments where behaviours can change. Public support from the Fédération Wallonie-Bruxelles also reinforced the broader prevention initiative.

THE RESULT

A shared message for a more respectful football culture

“Mettons la violence hors-jeu” gave the ACFF and its clubs a clear platform for addressing violence in all its forms and encouraging collective responsibility. More than an isolated awareness message, the campaign created a common framework for discussion, prevention and action across the football community. A communication approach designed to make respect visible as an essential part of the game.

SCOPE

Awareness campaign, Creative concept, Campaign messaging, Creative direction, Video production, Campaign content, Communication assets, Club activation.