Handshake for Peace

2014 FIFA World Cup Brazil™ Activation Debrief

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 2

2014 FIFA World Cup Brazil ™ Handshake for Peace Activation

Introduction FIFA’s tournaments unite the world through football, bringing all nations and cultures together to share in a celebration of humanity. FIFA believes that combining its incredible reach and influence with the Handshake for Peace campaign sends a strong message of hope and solidarity across the world. In co-operation with NPC, FIFA promoted the Handshake for Peace initiative at the occasion of the 2014 FIFA World Cup in view of a long-term support and integration of the programme within FIFA. With more than 3.2 billion TV viewers/ 46% of the global population (2010 FWC figures), the 2014 FIFA World Cup provided a tremendous platform to communicate the Handshake for Peace message to the world. In addition to the broad TV audience, the FIFA World Cup reaches out to a large communication network:

- 25’000 media reps of all major media houses in more than 200 countries - 25’000 broadcast representatives accessing FIFA’s video material - FIFA.com and FIFA Apps - 219m visitors - Facebook likes (2014 FWC and FIFA) – 40.7m - FIFA Twitter followers 17m

The below outline focuses on the campaign activation in relation to the 2014 FIFA World Cup however it should be noted that the same principles apply to all FIFA tournaments since the FIFA Club World Cup 2013 and will be implemented at all 30 tournaments FIFA hosts every four years.

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 3

Integration in Match Protocol The Handshake for Peace was officialised and integrated as part of the match protocol during each 2014 FIFA World Cup game prior and after the match.

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 4

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 5

Teams and officials were informed about the pitch protocol procedures as follows:

- Letter by the President to all Participating Member Associating - Presentation of campaign during official Team Workshop - Briefing during referee workshops - Team information at team upon arrival meetings (officials and all players) and match day -1

coordination with teams (officials only) - Information flyers handed out to players - Information posters installed in team and referees locker rooms

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 6

The pre-match Handshake for Peace worked seamlessly and however much efforts were put into the information and explanation to teams and officials, the post-match Handshake for Peace did not take place at all times in the defined format (at centre circle). This is due to extreme emotions of the players after a FIFA World Cup match, especially as of the knock-out stage. Nevertheless the programme was well embraced by all the players and there have never been as many handshakes after a match during a FIFA World Cup as in 2014 (reported by FIFA refereeing).

Communication FIFA Congress

The presentation of the Handshake for Peace campaign was part of the FIFA President’s address to the Congress. Additionally the Congress was presented with the three minute project video (including Bente Eriscon’s and FIFA President’s interview) - https://www.youtube.com/watch?v=juTMSY2Ovu0 Following the FIFA Congress the Handshake for Peace activation in view of the 2014 FIFA World Cup was actively promoted to all FIFA’s media contacts. - Inclusion of information about campaign in post FIFA Congress press release - http://www.fifa.com/aboutfifa/organisation/bodies/congress/news/newsid=2368340/index.html FIFA’s Digital Audience and Platforms Handshake for Peace on FIFA.com and FIFA App

http://www.fifa.com/aboutfifa/organisation/bodies/congress/news/newsid=2363121/

Views 24k

http://www.fifa.com/aboutfifa/organisation/bodies/congress/news/newsid=1639712/

Views 5k

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 7

Handshake for Peace on Social Media 4 Handshake for Peace Tweets 2 2 Handshake for Peace Posts

Reached 3.3m Reached 200 k

Handshake for Peace on youtube

Twitter - Accounts* that sent a Tweet that contained ‘Handshake for Peace’ Reach: total of max no. of followers for each account when a Fan

Fest tweet was sent *FIFAcom, fifamedia, fifacom_ar

Facebook reach: The number of people who saw your Page

post in news feed or ticker, or on your Page's timeline.

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 8

Daily Media Briefing prior to 2014 FIFA World Cup Opening Match

The Handshake for Peace campaign was made subject of the first 2014 FIFA World Cup daily media briefing that took place at Sao Paolo Arena on 13 June with the attendance of Linda Netland (NPC), Kjetil Siem (NFF), Walter de Gregorio (FIFA).

Stadium Branding and Communication The Handshake for Peace moment was strongly supported by messaging on the LED boards with exclusive full ream exposure just before kick-off and immediately after final whistle.

The Handshake for Peace pennants provided additional exposure and recognition of the programme around the matches (hand over by assistant referees to team captains post coin toss).

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 9

A punchy, emotional video was developed as part of the stadium Infotainment programme informing and educating the spectators about the meaning and values of the Handshake for Peace moment. The stadium Public Announcement included the presentation of the Handshake for Peace on-pitch activities prior and after each of the matches. FIFA Fan Experience at the FIFA Fan Fest Rio de Janeiro The Handshake for Peace was included in the main branding of the FIFA Fan Experience, an immersive, cinematic FIFA installation set up at the largest FIFA Fan Fest site during the FIFA World Cup in Rio de Janeiro (Copacabana Beach).

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 10

The visual featuring Brazilian football hero Neymar Jr and Spain’s 2010 World Cup winner Gerard Piqué doing the Handshake for Peace was the main photo opportunity of the site attracting 937’330 fans from Brazil and around the world and encourages many fans to pose with the Handshake for Peace position while having their photos taken in front of the installation.

In addition the cinematic experience included a Handshake for Peace section during which the two narrators of the experience (Neymar Jr and Piqué) conducted the Handshake for Peace - https://www.youtube.com/watch?v=2v8peQTb3OE

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 11

TV and Broadcasters Briefing Broadcasters have been briefed about the Handshake for Peace procedures through detailed background papers. In addition the production directors of each venue were briefed about the activities happening pre- and post-match. As most broadcasters turn into commercial airtime immediately after the final whistle, the post-match Handshake for Peace between the players and officials was not visible at all times. This concern will be address again with FIFA TV in view of the 2018 FIFA World Cup.

Handshake for Peace Documentary This 52 minute documentary special, A Journey of Hope, served as an important promotional vehicle for the Handshake for Peace initiative. It describes the unique alignment of 5 historical traditions that came together in the famous photograph that inspired the Handshake for Peace:

- The human handshake, a universal gesture - The game of football and FIFA’s Initiative for Peace - The Nobel legacy and the Nobel Peace Prize - African – American culture and the ‘jiveshake’ - The Makana FA, Nelson Mandela and the 2010 FIFA World Cup

It shows how these diverse strands are now entwined in FIFA’s new initiative to take the Handshake for Peace to the world, beginning with the FIFA World Cup in Brazil in 2014. A Journey of Hope will reinforce FIFA’s commitment to peace and to the positive values that football can bring to the world and cement its relationship with the Nobel Peace Centre. The documentary was completed middle of May and distributed to all FIFA rights-holding broadcasters for transmission prior to and during FIFA World Cup Brazil 2014. The documentary is currently being re-edited with recent 2014 FIFA World Cup footage. FIFA Weekly Edition # 30 of the FIFA Weekly dedicated its cover article to the Handshake of Peace campaign including a storyline and quotes from Neymar and Gerard Piqué. Download at: http://www.fifa.com/mm//Document/AF-Magazine/FIFAWeekly/02/33/95/75/LowRes_Weekly_30_en_Neutral.PDF

2014 FIFA World Cup™_Handshake for Peace_Debrief_JAF 12

The FIFA Weekly is distributed in 4500 hard copies (all FIFA languages), on-line as e-paper on FIFA.com and has 50’000 FIFA Weekly App users. Conclusion The 2014 FIFA World Cup provided a unique platform to communicate the Handshake for Peace campaign to a worldwide audience and to raise awareness of players and officials of the programme. At the same time it was an important learning exercise and having a rather short preparation time available to implement the programme the best way possible did lead to the fact that some of the deliverables were not fulfilled at full satisfaction e.g. integration in some broadcast programming. It should be noted that the FIFA World Cup is a very sensitive and complex property with many stakeholders and interest groups involved and an early integration of various stakeholders will be essential to ensure a successful implementation of the programme within FIFA’s competitions, in particular the FIFA World Cup. Despite the above, there has been positive feedback from officials, referees, media, FIFA member associations about the programme which is a key starting point to further promote and bring the programme up to the next level.