Higher goal: AS Roma’s missing kids campaign ups the social game

Sport

Higher goal: AS Roma’s missing kids campaign ups the social game

New recruits are presented alongside the face of a missing child, with a phone number and a video clip

AFP

On the left, the smile of a footballer happy to join his new club. On the right, another smile, but one that hides a dramatic story. Since last year, AS Roma have taken advantage of each transfer announcement made by the Italian football club to draw attention to the plight of missing children.

Roma is one of the two major clubs from the Italian capital along with eternal rivals Lazio, the side they faced in a fiery derby clash at the Stadio Olimpico on Sunday.

On social media, clubs compete for originality when it comes to announcing new signings, and in recent years Roma have built a solid reputation for their quirky humour and style...

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