Sourcing a case study and filming a road safety awareness video became much more than just work for CJAM Group’s Managing Director Christine Joyce.
Her work with Hankook Tyres, the sponsors of the UEFA Europa League, has taken her on a poignant and emotional journey.
In order to raise awareness of road safety, CJAM Group started to look for children and teenagers with a personal story to tell.
It was then that Christine met Finley, 12, and his parents Paul and Maureen Baker.
Christine explained: “In 2014, at the age of 10, Finley lost his sister in a car accident when she was walking to school with her friends in Witney, Oxfordshire. The 19-year-old driver had been smoking cannabis and texting on his phone. Within a brief few moments, Finley’s family was devastated.
“Since then, Finley and his family have been trying to rebuild their lives and doing everything they can to raise awareness of dangerous driving and the devastating impact it can have on peoples’ lives,” Christine added.
“I met Finley and instantly knew that his personal story would make a powerful and emotive case study for Hankook’s road safety campaign. I was blown away by the family’s commitment to honouring Liberty’s memory, raising awareness and much needed funds for charity.”
Christine embarked on a production project to create a new video which features Hankook’s Centre Circle Carrier Programme and the children who take part.
At beginning of the 2015/16 football season, Hankook became Patron of the Centre Circle Carrier Programme, which provides children with the unique opportunity to act as centre circle carriers during pre-match ceremonies, round of 16, quarter and semi-final UEFA Europa League matches. Hankook is the longest serving sponsor of the UEFA League.
Christine spent time with the Baker family, arranging for Finley to become a centre circle carrier and feature his story in the new awareness video for YouTube.
Christine oversaw the entire project, from storyboarding, creating hard hitting content and directing the film crew through to edit and post-production.
In the film, Finley talks about his love of football and how it has helped him deal with his loss: “I play football four or five times a week and have matches at weekends. Football is what I can always do and what I like doing best. It takes my mind off a lot of worries and makes me feel happy.”
Finley is huge football fan and an avid supporter of his local club. As a centre circle carrier, he joined other children affected by road accidents to carry the Europa flag at the Liverpool v Borussia Dortmund semi-final.
Christine said: “Everyone involved in the project has been so deeply impressed with Finley and it has been a huge honour to spend time with him and his family. The way they have dealt with their loss and their dedication to raising awareness is inspirational. It has been a pleasure to give Finley the opportunity to come and experience the magic of becoming a centre circle carrier and seeing the smiles on these amazing children’s faces.”
Watch the new Hankook video on YouTube