BMO Gear Up

While soccer is the world’s most popular sport, 60% of kids from low-income households can’t afford the equipment they need - a stigma that makes children feel if they don’t “look the part”, they can’t play the part. UM helped support BMO’s effort to break down these barriers by providing accessibility to underprivileged kids who wanted to play. BMO's powerful media-enabled GEAR UP initiative - a brilliant industry first - provided a grassroots solution to trigger donations and get the sporting goods to kids who needed them most. The campaign also brought much needed attention to the issue of accessibility and every child's right to play.