Ray Winstone is fronting a campaign for the Football Association that aims to stop pushy parents shouting abuse at their children during the grassroots football season.

The FA film, which is being seeded online, features Winstone talking straight to camera about how grown-ups do not stand for any abuse in their day-to-day life.

In the 75-second film, called "Elders and Betters", an aggressive, angry father shouts down to a young teary-eyed boy that he is a loser for not playing well.

"Over half our young footballers have to put up with pressure and abuse from their elders and betters," says Winstone as the clip draws to a close. "Ain't it time we gave it a rest."

The clip, which ends with the tagline "Lose Respect, Lose the Game", has been developed by ad agency Contentment Worldwide. The clip has been timed to launch ahead of the start of the grassroots football season in about two weeks time.

"It is a clear and straightforward message but it is emotional too because you see the child suffering," said Theo Delaney, creative director at Contentment. "The aim is to make the parents and coaches who are dishing out this abuse think twice."

The film is the latest in the FA's programme, called Respect, that aims to highlight and address unacceptable behaviour in football.

About 7,000 referees quit football every year, according to the FA, because of the abuse they receive from players and from the sidelines. Lots of children also pack it in because of the attitude and actions of over-enthusiastic and pushy parents.

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