LONDON--Footbal anti-racism initiative Kick It Out has appointed Blue Rubicon to spearhead a new campaign in the wake of high-profile incidents involving Premier League players.

The firm is charged with leading a nationwide consultation of fans, to explore progress in addressing discriminatory attitudes. The findings will form a blueprint for coming seasons.

The campaign follows Liverpool player Luis Suarez's eight-match ban for racially abusing Patrice Evra last season. More recently, Chelsea's John Terry was handed a four-match ban for a similar offence, involving QPR player Anton Ferdinand.

The consultation will launch during Kick It Out’s annual One Game, One Community weeks of action, from 18 to 29 October, and run during the current football season.

The survey will poll the views of football fans across the country and major pressure groups. The campaign will include events targeting fans and stakeholders, and focus on social media as an outreach channel.

“Kick It Out's campaigning and education work underpins all the organisation's output, from grass roots to elite level," said Roisin Wood, director of Kick It Out. “Blue Rubicon can assist in this area as they have a proven track record as effective campaigners on high profile campaigns that challenge perception and make a real difference."