Amnesty International

The Challenge: Activate the audience to take injustice personally in a real and meaningful way. 

 The Insight: There’s been 1000+ casualties of migrant workers building World Cup stadiums in Qatar and no one is paying attention.

The Strategy: Bring the death-toll to light with Jerseys For Justice.

Activation & OOH

The campaign comes to life in various ways:

• Showing there’s blood on the pitch

• Handing out blood stained mini-soccer balls at sporting events

• Throwing large beach style soccer balls at concerts

Microsite (Jersey Shop)

People can visit the microsite to shop for their favorite star’s jersey. Depending each country’s human rights record according to Amnesty International, different blood patterns will show.

Countries with poor records will be blood drenched while countries with fair records would have just a little stain (after all, they’re still implicit by participating in the games).

Social Media

People can share images of the bloody soccer balls or the jersey they purchased using the hashtag #J4J.