The World Cup 2022 tournament organised by FIFA in Qatar is proving to be highly controversial. Due to Qatari policies that contravene LGBTQI+ human rights causing global controversy during the World Cup numerous brands and activists have joined forces to make this problem visible through social actions. Faced with this situation, the advertising agency Serviceplan House of Communication Spain, together with COGAM, the Madrid-based NGO founded in 1986 in favour of the collective, have created #LoveWinsQatar, a social movement with the aim of calling on gamers around the world to share images of love between footballers during virtual matches. Join the the fight for love and respect with #LoveWinsQatar. The mechanics of joining this movement are very simple:
1. Score a goal.
2. Direct your player close to another.
3. Capture the image.
4. Share it with #LoveWinsQatar.
VIEW THE CONCEPT
