Amputee Lionesses Fight for Support in World Cup Donation Film

‘Missing’ aims to create awareness and raise funds to help the women’s team achieve their ambition to play at the first ever Amputee World Cup in Colombia this November. The idea and campaign was created and executed by creative agency, Kitchen.

Launching across TV, Cinema, DOOH and press on 16th August, the cross-channel campaign highlights the Amputee Lionesses’ need for financial support as they receive no funding from any organisation so are having to raise the £50k needed themselves through donation.

The concept, written and produced by Kitchen and in partnership with filmmaker Deane Thrussell introduces us to The England Women’s Amputee Football Team through the stories of two key players, Annabel Kiki and Shelbee Clarke.

Focusing on the concept of ‘missing’ you are led to believe they are talking about their limb differences. However, the film takes a turn when it reveals they are in fact talking about missing the chance to compete and win at the Amputee World Cup in Colombia.

The campaign was created entirely pro bono with PR from Nick Ede at East of Eden and media from JAA. Ad with editorial and ad coverage in multiple publications including Daily Mail, The Times and The Sunday Express from 18th August. The team have already appeared on ITV’s This Morning and will be featured on Sky News and Channel 4 during the Paralympics, both supported by ad spots.

Alongside ITV, Sky and Channel 4, media has been kindly donated by owners including Mass Media, Limited Space, Open Media, DCM, while Pixability have supported with SEO.

The team wants to rally football fans nationwide to play a role in getting them to Colombia and bring it home for England.

Donations are being raised through the team’s page here.

Annabel Kiki, centre forward, England Amputee Lionesses said, "To have such a wonderful team of filmmakers, advertisers and PR gurus behind this campaign, totally pro bono, demonstrates how much belief there is in us already. The time and effort that’s gone into getting us to this stage is phenomenal and gives me hope that the wider public might jump aboard and be part of the magic too. Since losing my leg I’ve started to realise that nothing feels better than doing what people say you can’t do... women, one leg, World Cup, we’ll show them!" 

Ed Chilcott, creative partner at Kitchen Soho said, “These are elite athletes who only want to play football and make their country proud, but unlike other national teams, they receive no funding so must raise the money themselves. We want them to have the opportunity to play at the World Cup and get the recognition they deserve. This is the start of a longer-term ambition to help inspire young kids with limb differences, to see that they do not have to be defined by their disability.”

“The response from our industry friends and media partners has been, quite frankly, extraordinary and I cannot even start to express my gratitude. This is our industry at its absolute best”