Agency: Weber Shandwick
Client: Welsh Government
The 2022 FIFA World Cup was shrouded in debate around human rights, particularly for the world’s LGBTQ+ community. Having been assured by FIFA that rainbow items were allowed in stadiums, many fans headed to the first game wearing colours with pride. This was just 24 hours after teams were told they couldn’t wear OneLove armbands in their opening games. When ex-Wales international Laura McAllister was asked to remove their rainbow hat, Weber Shandwick capitalised on an unsavoury incident to tell a global story of inclusivity and diversity – and changed FIFA policy in the process.