Fifa releases TV campaign ahead of World Cup to raise awareness of ‘discrimination and match manipulation’
Fifa has launched a global TV advertising campaign for the 2014 Fifa World Cup in Brazil, which it says aims to raise awareness ‘in the fight against discrimination and match manipulation’.
The animated TV campaign, which comes amid allegations of corruption over the 2022 Qatar World Cup, is called Elements and features 30-second and 15-second spots to be shown to audiences across the world by Fifa’s Media Rights Licensees during the tournament in Brazil.
Fifa’s Media Rights Licensees allow Fifa to show institutional and social campaign spots as part of their agreements to broadcast matches from the Fifa World Cup, and to support Fifa’s development work and football across the globe.
“This huge platform gives Fifa an amazing opportunity to speak to a global audience,” said Fifa director of communications and public affairs Walter De Gregorio.
“And we wanted to use this platform in the right way – to tell the world there can be no place for discrimination of any kind in football, or in society, and to raise awareness around the threat of match manipulation.”
“We also felt it was crucial to let more people know about our work in football development, which is where so much of the proceeds from the Fifa World Cup go to. Few people know that Fifa invests more than half a million dollars every day in developing football everywhere, from the grassroots up.”
The campaign, produced by Klein & Sons, uses stop-motion animation and features objects from the world of football such as boots, footballs, goal nets, goalkeeper gloves, corner flags and referee whistles to tell the story.
Yesterday Fifa sponsor Sony called on the governing body to open an "appropriate investigation" into the alleged bribery of officials for the 2022 Fifa World Cup.