Qatar was chosen to host the World Cup, a country where laws are enforced to silence certain voices, where LGTBIQ+ people are persecuted, and where women need a man's permission to make almost any decision.

On the 75th Anniversary of the Universal Declaration of Human Rights, APDHE (Association for Human Rights Spain) wanted to protest against the moral outrage that this event represents. Through an action that would have enough impact to awaken the conscience of all the spectators who have directly or indirectly supported the World Cup in Qatar.

A simple and forceful idea that tackled the problem by moving away from conventional advertising, with the violation of human rights being the main focus of the communication.

The UDHR is a universal document that protects everyone without distinction, so what happened at the World Cup affected us all in some way. But it is true that depending on the region from which it was viewed, there were some issues that were more relevant to the society in which it was present. For example, those articles of the UDHR that connected with the workers who died building the stadiums, had a greater impact in Asian countries because many of them came from Asian countries, or all the articles related to LGBTIQ+ or women's freedom moved more people from Western countries. But in the end we all take part of the same place and we are all affected in the same way by the injustices in the world wherever they come from.

200M Impacts around the world, 73% reach of the Spanish population, 1.6M € earned average during the World Cup, 0 € media budget and 54.918 kicks that the world will never forget.

APDHE (Association for Human Rights Spain) not only managed to be present throughout the World Cup thanks to the deterioration of the book with each match, the content we uploaded in real time or the millions of viewers who saw our work one hour before the final. They kept the message going after the World Cup through its networks and appearances at events. But it was thanks to all the people who shared the piece that this idea became a global social denunciation.

Kickin' Rights Cup has given the Spanish Human Rights Association the highest visibility since its foundation in 1976. This has encouraged them to continue promoting this type of initiative and to generate new alliances.

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