Getting to safety is just one challenge for some 50 million refugee and migrant children around the world. After that, they have to settle into their new lives — and face a new set of obstacles. Xenophobia, the fear and hatred of foreigners, has been on the rise around the world. Migrants and refugees are perceived as outsiders, making them unwelcome guests with locals. Lost in all this are the most innocent and vulnerable victims of the crisis: the children, who not only often undergo harrowing journeys, but also not accepted in their new home countries once they arrive. Our objective was to come up with a creative idea that would help UNICEF shift perceptions and attitudes that contribute to xenophobia against children.
“What Excites Us, Unites Us” is a global campaign to unite locals and migrants through their shared passion for football, during the 2018 World Cup. The campaign was led by a marquee film telling the story of an 8-year-old migrant boy who overcame xenophobia with a football. After migrating from Bolivia to Spain, Santi had trouble making friends — until one day, he joined a group of local boys playing football, and blocked a game-saving goal attempt with his head. Santi and his friends are surprised by their hero, football star and Spanish team captain Sergio Ramos, who brings a message of acceptance for migrant and refugee children. The film directs viewers to add their voice to the #LongestGoal challenge, cheering in solidarity with migrants and refugees worldwide.
Our campaign film was translated to Spanish, English, French, and Arabic, and launched on World Refugee Day, during the 2018 FIFA World Cup. Sergio Ramos promoted the film to his 70 million followers, and kicked off the “Longest Goal Challenge,” calling World Cup fans to cheer “Gooooooaaaaaaal” in solidarity with migrant and refugee children everywhere. Around the globe, fans submitted to our #longestgoal challenge, taking a stance to fight xenophobia. The best “goals” of the challenge were broadcast on billboards around the world, including Times Square and Tokyo, rallying the world in support of the rights and well-being of refugee and migrant children. Over 30 UNICEF offices worldwide participated in the effort, hosting local on-the-ground activations to bring children together through sport.
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