Kick It Out accepts ‘Free your Mind’ award at the MTV Europe Awards on behalf of FARE.

To help promote Kick It Out’s message to a wider audience, the campaign teamed up with M&C Saatchi, an international advertising agency, in 2002 to produce a commercial constructed around a poem called ‘Dear White Fella’. Narrated by its author, Benjamin Zephaniah, the film follows the life-stages of a football-loving black person from babyhood to the moment his ashes are scattered on his team’s pitch.