Discrimination is one of the most common forms of human rights abuse, and is still a major social issue is modern day society, on and off line.

FIFA has taken global and local action to inspire change and action against discrimination, ranging from stakeholder education and guidance to introducing protective social media moderation service for players.

The campaign was a global awareness and education effort the purpose of which is to rid the football world of discrimination of any form.

LBA developed a simple yet impactful visual system to create a powerful message across touchpoints.

The communication strategy was distinctive from the traditional approach to addressing social issues, instead making bold, hard hitting statements to engage the public.

Creating a clear messaging hierarchy ensured that key objectives are achieved: awareness, education and inspiration for action.

360 degree campaign communicating to and engaging press, fans and players across the world by leveraging the power of endorsement.

The campaign maximised all available touchpoints: social media and website, stadium dressing and pre-match video address, fan zones and press conferences.

The campaign was the biggest, most successful social impact campaign FIFA ran through the world cup reaching an audience of billions world wide.