There’s no sugar coating global human rights charity Equidem’s message. The Qatar World Cup was built on the exploitation and death of migrant labourers – victims who deserve empowerment and justice.
We were asked to use our skills in PR, social and paid media to amplify that message in a way that raised awareness, raised money and, ultimately, changed lives and empowered workers. All in a matter of weeks, with a tight deadline imposed by the impending tournament.
So that’s what we did. We drove thousands of donations and supporters to the cause, and provided exceptional value and efficiency versus industry benchmarks. All by centring the stories of migrant workers on the ground in Qatar, alongside newsjacking comms moments calling out hypocrisy in the media and on the pitch.
