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Nationwide Building Society – Respect Starts Small (Director's Cut)

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In a sweetly intimate spot from VCCP for Nationwide’s three-year partnership with The Football Association’s England Football Respect programme, young soccer-star Aysia talks candidly about the ups and downs of the game.

Directed by Sam Huntley through HunkyDory, and utilising his honed documentarian sensibilities, Respect Starts Small takes the timely topic of young women embarking on football careers and strips out the bombast to show its human effects.

"It’s been such a pleasure to work on this campaign that truly champions supportive, nurturing environments for children and young people involved in sport," explains Kimberley Gill, creative director at VCCP London. "Both ourselves and Nationwide have been inspired by Aysia’s own experience, which is a similar tale to many children across the UK. 

"Mutual respect, when encouraged from the very beginning, truly has the power to change young people’s day-to-day life, and it’s important that we adults don’t forget the impact of our words too.”

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