Reports of corruption and human rights abuses during the construction of stadiums and infrastructure for the 2022 World Cup in Qatar made it a highly controversial event. Shockingly, more than 6,500 workers lost their lives due to bad working conditions, while thousands more were subjected to modern-day slavery.

As the biggest broadcaster in Portugal and long-time sponsor of the national team, MEO questioned their responsibility. How could MEO fulfil all commercial obligations while upholding their ethical principles?

Rather than turning a blind eye to the human rights abuses in Qatar, MEO chose to take a stand. Support the families of the victims who suffered those abuses and encourage action towards change.

With 1.5 earned media and more than 10M Portuguese reached, the campaign had national success. As it was the most well-received campaign around the World Cup among the Portuguese, surpassing evaluations of major brands such as Nike, McDonald's, and Coca-Cola. Additionally, Meo brand’s perception as a socially responsible increased by 6%.

As an outdoor campaign, the Forgotten Team's jersey had a significant impact on raising awareness for the issue of human rights violations in the construction of the 2022 World Cup in Qatar. The jersey's bright yellow color and reflective stripes, inspired by the workers' vests, served as a striking and powerful visual symbol that honored the workers who lost their lives. The inclusion of Article 4 of the Human Rights Act on the back of the jersey also helped to reinforce the campaign's message and purpose. Giving these iconic yellow mobile outdoors an educational and long-lasting impression.

On the day of Portugal's farewell game, hundreds of fans were seen wearing the jersey outside the stadium, showing their support for the cause. However, due to obscure regulations, every jersey was banned from the stadium, leading to widespread media coverage and further awareness of the campaign. The activation on the farewell game generated a significant impact on social media, with fans sharing pictures and videos of themselves wearing the jersey and expressing their support for the cause. This helped to increase reach and engagement, further raising awareness for the issue of human rights violations in Qatar. During the World Cup the jerseys were prominently displayed in the stores, worn by employees and ambassadors and sent to anyone that asked for one. People were encouraged to wear them as a symbol of support for the cause.