FA launch campaign to attract new coaches and referees

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The ambitious target for the inspirational new campaign is to encourage 50,000 new Level I coaches by 2011 and 8,000 new referees by 2012.

In a bid to get people to stay in the game England coach Stuart Pearce and 2010 FA Cup Final referee Chris Foy have joined the grassroots heroes by taking cameo roles in The FA's new Football Needs' cinema adverts.

The ads take a light-hearted look at the unassuming characters at the forefront of the grassroots coaching and refereeing scene in a Never Mind the Buzzocks' style spoof.

The adverts will be launched this weekend and aired in 220 cinemas nationwide for four weeks reaching an estimated audience of one million viewers.

Julian Eccles, Group Director of Marketing & Communications, The Football Association, said: "This campaign is the first of a series The FA will be running during the season. We will be using a variety of techniques to reach new audiences to encourage them to get into football.

Watch the new advert below...

"These will include, for the first time, the use of ads in over 200 cinemas as well as conventional online techniques combined with our own channels such as FATV and TheFA.com. The goal of Football Needs' is to encourage a broad spectrum of adults to think differently about football and enjoy it as a coach or referee."

Sports Minister Hugh Robertson added: "Millions of us spend hours of our lives watching football, talking about football and analysing matches. Football Needs' is a chance to put that knowledge and passion into practice and give something back. Becoming a coach or referee is a rewarding experience.

"We need more good coaches to inspire and develop young players, giving them the skills and confidence to play football regularly and striving to be the best they can be. I wish The FA the best of luck with this excellent campaign."

More information on the campaign can be found here