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FA Appoints Fuse To Support Stonewall Partnership

The FA enlisted Omnicom Media Group agency Fuse to help the organization "build and deliver" a communications campaign to support its equality, inclusion and diversity plan, "In pursuit of progress," according to Kim Benjamin of CAMPAIGN LIVE. This includes a partnership with LGBT charity Stonewall. The plan is part of the FA's commitment to "ensure the diversity of those leading and governing football better reflects those playing the game." The Stonewall partnership will feature Stonewall FC in a Middlesex County Football League Division One fixture against Wilberforce Wanderers at Wembley Stadium on Nov. 30 -- one of the first activations of the campaign. It will "also include activity engaging other communities, such as people from a black, Asian and minority-ethnic background." Stonewall will support the FA in "key areas" of participation, governance, workforce management, communications and embodiment, demonstrating the body’s "commitment to embed LGBT inclusion across current and future business plans and teams." Other areas of the partnership include creating an "Allies" program aimed at those involved in the national game who do not identify as LGBT to "empower them to support LGBT people" (CAMPAIGN LIVE, 11/12).

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