Muse Creative Awards | International Advertising Awards

Switzerland

2018

UEFA Respect campaign: #EqualGame

Entrant Company

UEFA

Category

CORPORATE SOCIAL RESPONSIBILITY

Client Name

UEFA

Sub-Category

Pro Bono (Free)

For many years UEFA has run a Respect campaign named ‘No to Racism’. Despite its success, it has not been able to completely eradicate discrimination from football. As in everyday society, people in football can also be exposed to discrimination in many shapes and forms. This includes racial, age, gender, sexual orientation, social background or ability discrimination. To make sure everyone can enjoy the sport to its fullest, UEFA decided to launch the #EqualGame campaign to promote greater diversity, inclusion and accessibility in football. #EqualGame’s central proposition is: “Everyone is entitled to enjoy football – no matter who you are, where you’re from or how you play”. By showcasing the different ways people can play football – via imaginative storytelling on equalgame.com and in-market programmes and forums – UEFA will break down barriers, deliver real community impact, improve corporate governance and enhance commercial results. #EqualGame’s will create new pathways for all people to participate in the game – leading to a surge of interest in, for example, walking football, women’s grassroots football and football for people with physical disabilities. #EqualGame aims to also transform football governance by setting new standards in equality and diversity practices – prompting, for example, new gender parity policies for salaries and bonuses at UEFA.

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