The Makers Of
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Stonewall x BBC – Out On The Field

CHALLENGE

The Premier League and Stonewall wanted to promote the Rainbow Laces campaign and address the absence of openly gay male footballers in the professional game.

The ambition was to:

  • Shift perceptions within football culture
  • Reach younger audiences
  • Move beyond logo activism into meaningful conversation
  • Create a platform that would feel credible within the sport

The issue required nuance, not messaging.

CREATIVE SOLUTION

We developed, pitched and secured a BBC commission for a documentary and companion podcast exploring what it means to be gay in football.

With no Premier League player openly out at the time, we focused on role models and real conversations to open minds in a traditionally closed environment.

We researched and cast young amateur players willing to confront their own prejudices, then organised a match with an LGBTQ+ club — using the joy and universality of football to humanise the issue and dismantle barriers.

The story unfolded through lived experience rather than lecture.

PLATFORM DESIGN 

The project was structured as a multi-platform broadcast moment:

  • Feature documentary on BBC iPlayer
  • Companion podcast on BBC Sounds
  • Coverage across BBC News and BBC Radio 1
  • Integrated amplification around the Rainbow Laces campaign

By securing a public service broadcaster commission, the campaign moved from branded initiative to national conversation.

FUNDING ARCHITECTURE

The model was built around:

  • Seed development from Stonewall – strategic alignment with Rainbow Laces campaign timing
  • BBC commissioning

Rather than relying solely on campaign spend, the project leveraged broadcaster investment to extend reach and credibility.

IMPACT 

  • Featured on BBC iPlayer, BBC News, BBC Radio 1 and BBC Sounds
  • Winner – Youth Programme of the Year (AIB Awards)
  • 1.5 million reach