Visit Wales
Project: Over A Rainbow
Putting a nation’s values on the map
Wales qualifying for the 2022 FIFA World Cup for the first time in 64 years was a chance for the nation to put its values on the map. This was brought to the fore when ex-women’s captain was denied the right to wear a rainbow hat to first Wales game.
01The Context
Wales qualified for the Qatar World Cup and wanted to show the world its values. At the event, Wales’s ex-women’s captain was denied the right to wear a rainbow flag.
02The Move
Manage media around the incident for brand Wales to demonstrate the nation’s values to the world and to impact the rules at the event regarding LGBTQ+ rights.
03The Action
A global media strategy designed to influence awareness and sentiment around the flag incident to enact change at the event and celebrate Wales’s inclusive values.
04The Impact
70+ interviews generating hundreds of pieces of coverage. Then an announcement from FIFA declaring the right to wear rainbow items at World Cup matches.
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