Leave your mark against racism
Racism is a reality we must eradicate. Coinciding with the International Day for the Elimination of Racial Discrimination, LaLiga launched the week against racism to make this eradication a reality inside soccer fields.
La Liga's anti-racism message not only had to be universal and have an impact on any type of audience. It also had to fulfill another goal: to raise awareness of the importance of ending racism in soccer and gaming.
With this great challenge in mind, we launched Together Vs Racism, a campaign with which we can all leave our mark against racism, a way we can demonstrate that the fight against racism concerns us all.
We designed a special kit for EA SPORTS FIFA 22, which was presented both in the video game and in soccer stadiums. Multicolored fingerprints over a black background. That was our way of translating our objective into a visual language.
These fingerprints are a true declaration of intentions, welcoming a diversity that enriches everything it touches, the multiple identities, and banishing the differences that are built on that same diversity. We are all equal (it seems incredible that we have to write this sentence STILL) and deserve the same respect on and off the field.
To be bale to translate this Week Against Racism into social media in a natural way (and in honor of the Together claim), we created a filter for IG with which any user could leave their mark against racism and amplify the scope of this denunciation. Players and coaches from different LaLiga clubs also joined this campaign and, in some cases, even exposed their testimonies so that the message will be stronger.
Together Vs Racism reached every corner, bleachers, soccer TV shows and video game consoles in the country and became a loud, clear and multicolored shout against racism.