The Charity Film Awards (en)
  • Smiles

Touchline Tactics

Click here to watch the Live Stream at 7pm

ActionAid’s ‘Touchline Tactics’ film was launched for Father’s Day 2018, with the primary objective of engaging a male audience with our work with women and girls. More specifically, we wanted men to feel that they can and should be part of the solution to ending violence against women and girls and tackling gender inequality. As Father’s Day 2018 coincided with the World Cup, we explored this serious subject matter through the lens of football.

Our film opens in close-up, showing a football coach (played by actor James Purefoy) delivering a rousing speech to a substitute player off screen as they prepare to go on the pitch. But as the camera tracks back we see that the coach is speaking to a teenage girl.

After listening to the intense pep talk, the player rests a hand on the coach’s shoulder, takes a moment and then says “Dad, I’m ready.” The final endslate surprises the viewer with a statistic about the prevalence of violence against women and girls, and calls on the viewer to support our work to end this. The viewer realises that the speech was not just football coaching: it was also a father supporting his daughter to feel confident and empowered.

More videos from ActionAid UK

You need to login to vote for your favourite videos.

Login using your existing social media account:

Register by email

If you don’t have an account, please register using the form below.

Why are we asking you to register to vote?

This helps us to stop voting abuse and also enables us to communicate the short-list and winners to everyone who voted later on. We will not pass this information on to anyone else.


If you have an account, please login using the form below or click here if you have forgotten your password.

Campaign Partners

Media Partners

Supported by

Promote - Donate - Celebrate

Increased exposure for charity video content

Donations made directly to good causes throughout the campaign

Celebrating the success of film in fundraising