Switzerland   |  2019

UEFA #EqualGame: Footbal fan with Alzheimer's disease

Entrant Company

UEFA

Category

Social Video

Client's Name

UEFA

Sub-Category

Social Responsibility

Every month, as part of its #EqualGame campaign, UEFA focuses on someone from the country of one of its 55 member associations. That individual is an example of how football promotes inclusion, accessibility and diversity; his or her story exemplifies how disability, religion, sexuality, ethnicity or social background are no barriers to playing or enjoying football. The everyday challenges of living with Alzheimer's, a disease that causes a lasting and often progressive decrease in someone's ability to think and remember, are taxing ones – in particular if you are diagnosed at an earlier stage of life. Malcolm Steele, a 56-year-old from the north-eastern Scottish city of Aberdeen, received the shock diagnosis only four years ago, while working in the paper mill industry. The diagnosis could have shattered the will of someone with so much life ahead of them. However, three major loves of his life have been instrumental in giving Malcolm a clear path forward since that day – devoted wife Tracy; renowned Scottish Premiership club Aberdeen FC, his favourites since childhood; and the game of football, which has captivated him ever since he was a little boy kicking a ball about in his local streets. Dons fans of a certain age have that night of glory in Sweden engrained in their hearts and minds. But, with the passing of time, there are now some who need special assistance to recall those heady moments – and Aberdeen help them look back thanks to the club's participation in the Football Memories programme. This is an admirable project, rolled out by the Scottish Football Association with the aid of UEFA funding, and which is a fine example of how clubs can give back to their community.


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