Many organizations and brands chose to stand up for inclusive human rights during the 2018 World Cup in Russia and many of the campaigns this year centered around pushing the agenda for an LGBTQ-friendly FIFA. For example, during the Saudi Arabia-Russia game, sports fashion brand Björn Borg and Nordic agency NORD DDB harnessed the power of augmented reality to promote same-sex couples.
Amnesty International — a London-based non-governmental organization, partnered with marketing agency Havas for a trio of ads that call for an LGBTQ-friendly FIFA. The print images show men embracing on the field, while on the side Amnesty International specifies the penalty they could face for engaging in such behavior — a fine of 5,000 rubles, deportation, 15 days in jail. By harnessing the popularity of the soccer event, these inclusive ads are working toward making a 100% LGBTQ-friendly FIFA a reality.