The most important match of the day

In comparison to adult football, children’s physical activity receives very little attention. At the same time, inactivity and sedentary behaviour among young people is a growing problem. To put children’s movement in the spotlight, highlights from a kids’ football match were shown on the jumbotron at a packed arena during a Stockholm football derby. The initiative was part of the campaign "The Most Important Match of the Day," created by M&C Saatchi for Generation Pep and their partner Wasa Crispbread.

The latest Pep Report from 2024, which reviews the health of children and young people in Sweden, shows that 8 out of 10 children are not active enough. To draw attention to the importance of children’s physical activity, highlights from matches between 8-year-olds from FOC Farsta and Sundbyberg IK were shown on the jumbotron in the prestigious match between local rivals Hammarby and AIK in Sweden’s top football league. Memorable moments from the young players and interviews were presented by Max’s expert commentator, Jonas Dahlquist.

"While many eyes are on this top football league derby, hundreds of more important derbies are taking place across the country. Friendly matches between children that create joy through movement, promote integration and cooperation, and establish life-saving healthy habits," says Karin Schenström, Marketing Director at Wasa Central and Northern Europe.

"Hijacking the rowdy derby energy for such a great cause as children’s health and physical activity felt like a fun idea to us. Also, it was a luxury to work with wonderful kids and, of course, professionals like expert commentator Jonas Dahlquist. We hope that football fans are inspired to get involved in children’s sports, as much of it is achieved through adults’ voluntary participation," says Robin Wiman, Art Director at M&C Saatchi.

In addition to the films on the jumbotron, "The Most Important Game of the Day" was also featured on the live score app Forza, and "analysed" in the football podcast Tuttosvenskan in a special collaboration. Highlights from the most important match of the day will also appear on YouTube, in cinemas, and OLV (online video) as part of a campaign starting October 1st.