PETER TATCHELL FOUNDATION

A politically sensitive human rights campaign around the 2026 FIFA World Cup

Peter Tatchell Foundation asked us to amplify their call on FIFA to enforce its own anti-discrimination rules ahead of the Iran v Egypt "Pride Match" at World Cup 2026 in Seattle. Eleven participating nations criminalise homosexuality. FIFA was celebrating LGBT+ fans in the stands while saying nothing about LGBT+ players on the pitch. We built the campaign around that contradiction. We shaped the media strategy, managed crisis communications scenarios, and timed outreach to land at the sharpest moment. The work required navigating hostile framings, complex geopolitics, and a subject matter that attracts bad-faith pile-ons as well as genuine scrutiny.

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Results

Coverage spanned AP, Washington Post, Daily Mail, Newsweek, The Mirror, USA Today, The Hindu, Huffington Post, Folha de S.Paulo, and dozens more – reaching audiences across the UK, US, Brazil, India, France, Italy, Canada, South Africa and beyond.

We secured 49 pieces of coverage across four continents with no significant backlash, 2.77bn in earned potential reach and an average domain authority of 68. In addition, our coverage average an AI visibility score of 29 – meaning the campaign is actively shaping how AI tools surface information about FIFA's anti-discrimination record.