Footballers - The game's influencers
Marcus Rashford: the ultimate influencer
Football is a game of contrasting allegiances and differing opinions. One thing that all fans can agree on, however, is that the sport is about the players. After all, without them there would be no game. In the age of social media, however, the players’ spheres of influence extends well beyond the pitch.
As COVID-19 took hold this year, local authorities in the United Kingdom introduced emergency funding for the poorest families in England. Each family would receive around GBP 15 per week per recipient to help feed children in households affected by the crisis.
The “free school meals” scheme was popular, but as summer began and uncertainty continued, it was decided that the programme would be discontinued over the traditional school holidays.
As a result, it did not take long for the general public to react and express its strong desire – albeit unsuccessfully – for the scheme to be reactivated. With the situation, much like a football match, appearing likely to end in a draw, a match-winning performance was needed to bring about the desired result.
Who could bring about a U-turn that would feed 1.3 million vulnerable children?
Step forward 22-year-old Manchester United and England star Marcus Rashford. The Old Trafford forward had already distinguished himself earlier in the year as part of the “Players Together” initiative, which saw Premier League stars such as Virgil Van Dijk, Kevin de Bruyne and Harry Kane help raise GBP 4 million to help the UK’s National Health Service.
Back in Manchester, he joined forces with a charity to help raise another GBP 20 million, which soon spread beyond his home city to the rest of the country. But his greatest victory was still to come.
But his greatest victory was still to come
Using his 11.5 million social media followers, he contacted the government through an open letter to ask: “Political affiliations aside, can we not all agree that no child should be going to bed hungry?”
Drawing on his own experience growing up in a large family in Manchester, he said: “My mum worked full time, earning the minimum wage, to make sure we always had a good evening meal on the table, but it was not enough. The system was not built for families like mine to succeed, regardless of how hard my mum worked.”
He urged the country’s public servants to reverse the food benefit decision: “Make the U-turn and make protecting the lives of some of our most vulnerable a top priority.” Importantly, he said his mission was ‘not about politics, but about humanity’.
The letter also spoke directly to the need for society as a whole to “look at ourselves in the mirror and feel like we did everything we could to protect those who can't, for whatever reason or circumstance, protect themselves.” He added: “I could have been just another statistic. Instead, due to the selfless actions of my mum, my family, my neighbours, and my coaches, the only stats I'm associated with are goals, appearances and England caps. I would be doing myself, my family and my community an injustice if I didn't stand here today with my voice and my platform and ask you for help.”
Interestingly, in his public statement, Rashford did not identify with any political viewpoint or party. Instead, his main concern was to help feed the poor. By doing so, support flocked to him from all sides and even as the challenge remained to be overcome, Rashford maintained the pressure and attracted millions of supportive messages and tweets via social media.
Within days, the desired result had been achieved confirmed by an announcement that all children eligible for free school meals in term time in England would benefit from a “COVID summer food fund”. Consequently, Marcus Rashford was widely applauded for using his influential voice in an articulate, dignified and emotive way to try and make a difference in society as part of what was described by many as an impressive campaign.
Shortly after the announcement, Rashford received a phone call from the British Prime Minister Boris Johnson who personally thanked him for bringing the situation to his attention. At a press conference, he stated: “I want to thank Marcus Rashford for what he’s done - he’s right to draw attention to this issue.”
What’s more, Marcus Rashford earned one of the highest honours in British public life in October when he was awarded an MBE (Member of the British Empire) by Queen Elizabeth II for his support for vulnerable children during the coronavirus crisis.
As a footballer, with the 2020/2021 Premier League season in full swing, Rashford is focused on scoring goals for Manchester United. But with the crisis still ongoing, he also remains firmly committed to public service as “more steps need to be taken” to tackle poverty in his homeland. The autumn has brought fresh challenges for an increasing number of vulnerable families, and true to his word, Marcus Rashford has once again stepped up to use all his influence to ensure that free school meals to children from low-income families will be extended during school holidays, not only during the coming winter, but all the way through to Easter, summer and Christmas next year.
