Chevrolet is currently involved in a three-year partnership with the One World Futbol Project, which aims to change the lives of disadvantaged youth around the world by providing them with the equipment and know-how to play soccer. Chief Catalyst of the One World Play Project, Neill Duffy, recently sat down with Forbes to discuss the rebranding of its campaign.
One World is still staying with Chevrolet for support, however they’ve changed their message to “Play Anywhere, Everywhere,” and will be officially referred to as the One World Play Project as of the start of 2015. Chevrolet has been integral in helping One World carry out its mission, distributing countless “indestructible” soccer balls to 35 million less fortunate children in 75 different countries. It will hand out 500,000 more balls between now and next May, One World said.
“Without Chevrolet, we couldn’t have achieved the kind of scale we have achieved,” Duffy said. “They’ve been central and core to helping us be successful.”
According to Forbes, Chevrolet hopes to be seen as a socially conscious brand in sponsoring the One World Project, which is almost necessary in a time when large corporations are expected to do more than just cut themselves a check. Chevrolet says the collaboration already aligned with Chevrolet’s message and vision, which made it a good fit.
“(The partnership) really presented what we felt was a perfect opportunity for us to showcase the Chevrolet brand and what it stands for,” said John Gasloli, Global Marketing Manager of Chevrolet. “The mission of the (One World Play Project) speaks to the ideas of possibility, which is at the essence of our brand — this idea that ‘play’ turns possibility into reality.”