Fighting for human rights during the FIFA World Cup.
EquidemThe Opportunity
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.
The Services
Paid Media.
Organic Social.
Digital PR.
Traditional PR.
Campaigns.
Impact
25 pieces of coverage including Yahoo, The Independent, Sky Sports and Africa Nation
The Objective
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.
Paid (£1,500 spend)
786,835 reach
6,702 clicks
1.38% CTR
20,251 engagements
13p avg CPC
The Approach
Real interviews and testimonials formed the core of our output, with short-form, impactful content performing especially well on TikTok. We also set up daily media monitoring to source reactive stories and news moments where Equidem should be part of the conversation.
The result was a comms strategy that called out hypocritical pundits and players, reminding fans they could enjoy the sport they loved without condoning human rights abuse – and that they could help Equidem fight back.