Rising ticket prices are increasingly excluding the local and working-class supporters who have long shaped football culture.

At the same time, Gen Z fans are engaging with football through identity, fashion, and cultural connection as much as on-pitch success.

In response, the Premier League’s 2026/27 partnership with Vinted aims to make football culture more accessible through affordable football shirts, launching first in Wolverhampton before expanding to all 20 Premier League clubs across England.

Low vaccination rates in London have left thousands of children vulnerable to measles, with borough-wide coverage falling below the recommended threshold needed to prevent outbreaks. At the same time, many Londoners have become disconnected from the urgency of vaccination, viewing it as less relevant after the COVID-19 pandemic.

In response, Back on Track took over London Tube signage and advertising spaces to disrupt familiar commuter environments, using altered station messaging and immersive out-of-home placements to reconnect people with the importance of the MMR vaccine and rebuild public confidence in vaccines once again..