Michael Baum
Ally FC
Ally FC uses trends in football fashion and grassroots initiatives to demonstrate the potential of ideological football fans in countering the cultures of intolerance and aggression.
Looking at LGBTQ+ communities, the crucial element to ‘allyship’ is being visible and showing that you are inclusive to all, which is the focus of Ally FC for future fan generations. Founded by research into behaviour change methods and existing initiatives, Ally FC illustrates how cohesive branding and targeted interventions could be key for proactive, long-term change.
