Branding & Creative, PR & Digital PR, Social & Paid Media

Fighting for human rights during the FIFA World Cup.


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 raise awareness, raise money and, ultimately, help change lives and empower workers.


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.

All our social and paid activity directed users to the Equidem website, towards registering support and donating. Our PR efforts did the same. And it worked. We drove over 6,000 users to the site, with a 46% engagement rate. Over 2,000 of those visitors came from organic search, and 1,000 from organic social.

Donations: £10,299


PR: 125 pieces of coverage