TV and social media promo for FC United, a three-part documentary series that investigates racism, discrimination and the lack of diversity in all areas of Belgian football.
FC United is a documentary series about racism, discrimination and the lack of diversity in all areas of Belgian football. This is a social issue that cannot be overemphasized.
The purpose of this campaign was to reach as many people as possible and raise awareness: racism still exists all around us. To ensure an impact we had football players of colour cite the racist remarks and slurs they have to endure on and off the pitch. They are rude and harsh, and people might find them too offensive, but the purpose they serve is to make you stop and think.
The campaign included TV and radio promos, Facebook and Instagram videos, reels, stories and posts, as well as a paid campaign on Facebook and Instagram. The paid campaign reached 425K people and had over 1.8M video starts.
