# AMA score with Soccer Aid

- Link: https://fundraising.co.uk/2006/05/22/ama-score-soccer-aid/
- Published: 2006-05-22T23:00:00+01:00
- Author: Howard Lake

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.

 

## Advertisement

 

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.

 

 

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.