World football governing body FIFA has teamed up with the United Nations in a series of campaigns using the Qatar World Cup to promote health, unity and non-discrimination.
The United Nations Educational, Scientific and Cultural Organisation (UNESCO) the World Food Programme (WFP) and the World Health Organisation (WHO) are the partners taking part in the project.
The climate crisis, food shortages and encouraging education are among topics addressed in the World Cup campaign.
FIFA stated: ‘Each round of matches will be associated with its own dedicated campaign designed to maximise reach and impact.
‘Messaging opportunities will be provided to the participating teams via the team captains’ armbands during matches, with supporting content being displayed on LED screens around the pitch, on giant screens and on flags in the stadiums, together with additional amplification on FIFA’s digital platforms and through media, stakeholders, and other public activities.’
The three rounds of World Cup group matches focus on; #FootballUnitesTheWorld, and #SaveThePlanet, along with #ProtectChildren and #ShareTheMeal.
The theme of the first knock-out round is #EducationForAll #FootballForSchools and the Quarter-finals will promote #NoDiscrimination.
For the World Cup Semi-finals: #BeActive #BringTheMoves is to be highlighted while the Third-place play-off and Final will promote: the slogan Football Is Joy, Passion, Hope, Love and Peace under the hashtag #FootballUnitesTheWorld.
FIFA President Gianni Infantino said the group had chosen ‘campaigns which are universal, because FIFA is universal. We need to find topics that everyone can comply with, or can adhere to.’
He added as this will be the first edition of the World Cup tournament to take place in the Arab world it will provide opportunities for players and supporters to experience new cultures.
The FIFA World Cup Qatar 2022 kicked off last Sunday (20 November). In total, 64 matches will be played with Lusail Stadium hosting the final on Sunday 18 December 2022.
For more information on the campaign visit the FIFA site