What if the solution was to address new targets? We found a segment with strong powers of endorsement, broad social repercussion and, as yet, hardly exploited: chairmen of 1st and 2nd Division Football Clubs.We created a first mail shot whose creative theme established a parallel between 2 teams - a football team and a team of inhabitants of Third World countries. We used the large number of footballing events in Spain to our advantage for the mailing dates, to widen reception and boost the impact.

We left the possible avenues of collaboration with the clubs open for subsequent telephone and personal follow-up by AEA.

10% of the roughly 100 clubs that received the mailing showed interest and established direct contact with Ayuda en Acción. In light of the reception of this first mailing, a second one was sent at the beginning of this year to the clubs that had shown some interest. AEA is currently engaged in the follow-up process and negotiating collaboration with these clubs.