AMA score with Soccer Aid
Howard Lake | 22 May 2006 | News
AMA Charity Services have been selected in a high profile campaign to handle inbound donation calls generated through UNICEF’s Soccer Aid appeal. Soccer Aid, the brainchild of UNICEF ambassador Robbie Williams, will see celebrities and football veterans joining together in a televised football competition, which will be shown on ITV1 and 2 for a week, commencing Monday 22nd May.
Under the ./guidance of managers Terry Venables and Ruud Gullit, ‘England’ captain Robbie, and ‘the rest of the world’ captain Gordon Ramsey, will be joined by celebrities and veterans such as Patrick Kielty, Brian McFadden, David Seaman and Paul Gascoigne. They will join forces to compete for their places in the coveted live final at Old Trafford on 27th May.
During the week appeals for UNICEF and footage of their work will be screened and appeal bars with a clear call to action will be displayed constantly throughout the televised training sessions and matches. The telephone number will direct donors through to ama Charity Services. To deal with peak call volumes, ama have recruited neighbouring call centre, the MM Group, to assist.
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Passionate UNICEF ambassador and ‘England’ skipper Robbie said, “I have been an Ambassador for UNICEF since 2000, and some of the best moments of my life have been those spent with children in Mozambique and Sri Lanka. During my last UNICEF trip I met so many kids who gave me reason to smile.
Stephen Rooney, AMA Charity Services’ Marketing Manager says, This is such an exciting campaign – our staff have demonstrated enormous enthusiasm and can’t wait. We have worked with UNICEF for some time now and we are thrilled to have been selected to handle this tremendously high profile campaign.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.