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We thought, you know what, what we can do with this is actually bring our message to a new world, the world of soccer -- relatively untouched by eco stuff. Our work is on the issues of energy, transport and food; and within soccer you find that, like a stick of rock, written through the middle. So we decided to dive in, rescue the club, create the greenest soccer club perhaps in the world and use that as a way to reach a totally different audience.