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

Exposing human rights violations in the Women’s World Cup.


Following our success working with global human rights charity Equidem on the Men’s World Cup, we were tasked with implementing PR, Social and Paid Media activity for the Women’s tournament in the summer of 2023. 


Our objective was simple: To raise awareness of the exploitation of workers – particularly women – in the FIFA garment supply chain (the factories which manufacture clothing for FIFA).  With a tight turnaround, we were able to amplify the voices of the workers through targeted press outreach and a refined social and paid media campaign.

Our content centred on Equidem’s core piece of reporting: a detailed survey of the exploitation present in FIFA’s supply chain which interviewed numerous workers facing everything from physical and verbal abuse, to low pay and even the threat of dismissal for pregnant women.


As well as issuing press releases highlighting the details from this report, we implemented media monitoring to identify reactive opportunities during the tournament, pitched Equidem’s CEO Mustafa Qadri and researcher Namrata Raju to press for speaking opportunities, and pitched case studies of workers on the ground in Bangladesh. 

Our social activity spanned both proactive and reactive messaging. Proactive content saw us pulling out key messages and sharing these – case studies, quotes, stats and infographics telling the stories of the workers – and a reactive approach that saw us jumping on news about FIFA and the legacy of the Men’s tournament in Qatar, as well as women’s football teams, to also further our point and enter the discussion. This was bolstered by a comprehensive paid campaign, which aimed to drive donations and further awareness.