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.