Strike a Change

Creating a mentoring programme for Cyrille Regis Legacy Trust

In memory of football legend Cyrille Regis, the Cyrille Regis Legacy Trust was created to honour Cyrille’s legacy and continues to work on the projects he held close to his heart.

Cyrille was passionate about giving back to his community, using his position to support and raise awareness of a number of causes.

The brief

Liquid was tasked to develop a brand for a new mentoring programme for the Trust. The programme saw six West Midlands club foundations come together and collaborate for the first time to create a unique opportunity to work with young people across geographical boundaries and club rivalries.

What we did

Liquid got under the skin of what the Trust was all about, what it stood for and delivered three potential brand concepts. We looked at existing programmes – both sport and non-sport related- and common themes, while considering how the new brand could be relatable for all six clubs equally. The new programme was nameless, so Liquid also considered this too. Liquid visited Aston Villa Football Club to present the three concepts to each of the club foundation representatives. After talking through the concepts, Liquid ran an engagement workshop to garner opinion. A collective decision was made, and “Strike a Change” was born.

The result

The programme was launched in July 2019 at The Hawthorns. Key members of the Trust including Cyrille’s brother, David, and Les Ferdinand presented the programme.

The ‘Strike a Change’ mentoring scheme provides a unique opportunity to work with young people across geographical boundaries and club rivalries, exploring major issues such as Equality, Mental Health and Social Responsibility.

The Trust successfully completed its first year of the mentoring programme in November 2020, with the first cohort graduating online due to the COVID-19 pandemic, and the second year has also launched online.