Photo credit: Dame Kelly Holmes Trust

#21by21 is a national campaign that brings together UK sport organisations, business and policy makers in a pledge to provide 21,000 community sports coaches and volunteers with mental health awareness training by 2021.

Over 200 organisations have signed-up including: youth sport charity StreetGames; UK Coaching; Sport Wales; Sport England; The Dame Kelly Holmes Trust; the Premier League; Welsh Football Trust; Swim England; and the Rugby Football Union (RFU).

StreetGames commissioned us to develop a news story for the campaign’s press launch, while promoting the charity’s ‘doorstep sport’ approach to improving the mental wellbeing of young people living in disadvantaged communities.

We worked with StreetGames and #21by21 partners to generate:

  • New report published in partnership with Brunel University London at the start of Mental Health Awareness Week 2019 to highlight the role of sports coaches in improving and protecting the mental health of young people.
  • UK survey of 14-25 year-olds that looked at attitudes to sport and mental health stigma and the extent to which active teens regard sports coaches as ‘trusted adults’ to confide in when it comes to emotional problems.
  • Campaign endorsements from high-profile ambassadors in sport and health, including former Olympians Dame Kelly Holmes OBE and Jade Johnson and TV doctor Zoe Williams.

The Results

  • National and regional media coverage with an audience reach of 305,555,561.
  • Sky News online and TV exclusive, including live Sunrise studio interview
  • Press Association exclusive
  • Coverage in MailOnline and the Telegraph
  • Talk Sport and regional media interviews with sports coach case study
  • Increase of visits and sign-ups at

Click here to read the StreetGames and Brunel University London report written via our copywriting service.

"Such impressive results that give us a great foundation to grow the campaign"

Paul Jarvis-Beesley, Head of Health & Sport, StreetGames