Driving Change: Craigview Strategies Powers the Campaign for Brain Injury Awareness in Football

Craigview Strategies is proud to have played a central role in the Injury Time Campaign — a landmark effort led by Michael Marra MSP to secure recognition and justice for footballers living with brain injuries. This campaign has already achieved significant milestones: its findings were cited in a recent academic study - which you can read here -, captured front-page national media attention, and most importantly, it helped shape the Scottish Employment Injuries Advisory Council Bill, put forward in the Scottish Parliament by Mark Griffin MSP, and is now shaping the Scottish Government’s thinking on the devolution of Employment Injuries in Scotland.

You can read summary of the campaign so far here.

At every stage, Craigview Strategies provided strategic leadership, media coordination, and campaign planning to ensure this issue broke through. From building a coalition of supporters - led by Sir Alex Ferguson, Alex McLeish, Gordon Strachan, and Craig Levein - to crafting compelling messages that resonated across the political spectrum, the campaign elevated the lived experiences of footballers and their families — and turned them into national talking points and legislative action.

The Injury Time Campaign aims to recognise brain injury in football as an industrial injury. It seeks to ensure that those affected receive appropriate support, benefits, and recognition — and that the game itself takes practical steps to prevent future harm. The campaign calls for comprehensive research and policy change across all levels of the sport, including the grassroots and women’s games.

Craigview’s campaign strategy delivered standout moments — including the launch of an open letter, signed by over 30 legendary footballers and managers. Its publication multiple times on the front page of the Daily Record created a major media moment, alongside coverage on STV, BBC and Sky Sports News, further reinforced by support from families of players like Billy McNeill, Gordon McQueen and Nobby Stiles. Organisations such as PFA Scotland, Head for Change and Battle Against Dementia have also been powerful allies in taking the message forward.

At the heart of this success was Craigview Strategies’ ability to connect policy, people, and press — building momentum that continues to grow. Our approach ensures that campaigns like Injury Time not only cut through but create lasting change.

This is what Craigview Strategies delivers: smart, strategic, story-led campaigning with impact. If your organisation is seeking to elevate a cause, build a campaign, or influence public policy, we’d love to hear from you.

Let’s shape the next big campaign — together.

"Craigview Strategies brought expertise, energy, and strategic clarity to the Injury Time Campaign from day one. Their ability to turn a complex issue into a compelling public and political narrative was crucial in getting the attention of both Parliament and the press. The campaign’s reach — from front pages to the floor of the Scottish Parliament — is a testament to their work."

"Brian has shown his experience in running campaigns and building movements. His support was instrumental in translating our campaign goals into action. I’d recommend them to anyone serious about making change happen."

— Michael Marra MSP