Empowering Young People

Bringing simple but vital and effective messaging to a global audience


Film is one of the most effective communication tools available, and modern technology means it has never been cheaper or easier to make film a core component of an effective communication strategy.

Indeed, one of the great successes of the Warwick Rowers project has been the use of viral communication. With nearly nine million views throughout more than 140 countries, including countries with severely oppressive regimes that particularly affect women and LGBT populations, the project’s viral videos have been able to bring simple but vital and effective messaging to a global audience - an example of this can be seen below.

Sport Allies aims to replicate this success through an exciting new partnership with The London Film School (LFS) that will also draw on our existing and highly successful relationship with Leeds Beckett University. The first project of this partnership will be to deliver Sport Allies Digital Shorts, a competition for five or more films to be created by teams of young filmmakers.

This competition will challenge emerging film-making talent to create films that promote more inclusive attitudes in sport, particularly towards the LGBT community. Through this programme we aim to showcase work from as diverse a range of creative people as we can find from across the UK, giving opportunities to new talent.

With a baseline that applicants must demonstrate the competence to bring their projects to fruition with mentoring support, we will seek to engage participants from under-represented groups within the film industry - socioeconomic, LGBT+ and BAME (Black, Asian, and minority ethnic). Every filmmaker will be supported by LFS mentors who will provide professional advise and also help them network in and navigate the film industry.

The project is in discussions with a sponsor who will provide the initial distribution platform for the films on an exclusive basis, before the films are made virally available on a free-to-share basis.