07:00, 11 June 2026
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
Football is back on the world stage as the 2026 FIFA World Cup starts today. While many focuses on the opening match with host nation Mexico taking on South Africa, there is one thing that deserves a little more attention.
One thing FIFA is doing this year, is spotlighting a number of important social impact campaigns to share while they have the world’s eyes on them.
The social impact campaigns will focus on promoting unity, countering racism and encouraging physical activity among young people, alongside a strong emphasis on fostering peace and supporting education, and displayed in all 16 stadiums on giant screens and LED boards.
Additional resources will be available via an online toolkit on the FIFA website.
The FIFA President, Gianni Infantino, highlights how the ‘Football Unites the World’ remains FIFA’s flagship campaign since its launch during the previous event at the FIFA World Cup 2022™.
“FIFA’s social impact campaigns will showcase the FIFA World Cup as a powerful celebration of unity, diversity and shared passion. Through our Football Unites the World, No Racism and Be Active campaigns, FIFA is aiming to use football’s unique power to build bridges and convey a strong message to promote peace, education, anti-racism and a healthy lifestyle.”
“We invite the global football community to join us and champion these fundamental causes that transcend football and FIFA World Cup.”
As previously mentioned, this is FIFA’s main campaign. The whole ethos of the campaign is to highlight football as a unifier for many nations and how fans from all over the world can have a share in a friendly experience and genuine connection from the matches.
This main campaign also has two subsidiary messages of ‘Unite for Peace’, which highlights tolerance, respect and social cohesion. Keep an eye out during the group stage as all 48 participating teams and match officials will be wearing the ‘Unite for Peace’ sleeve patch on their shirts. The second is ‘Unite for Education’ which aims to contribute to the empowerment of the community to support learning initiatives. Find out more here and here.
FIFA has taken a strict zero-tolerance for racism in football and society. They encourage fans to listen to the experiences of those experiencing abuse, stand up against opposition if witnessing abuse and continue to support allies against racism.
A Players’ Voice Panel will be in operation during the matches to support FIFA’s anti-racism work.
The players can’t be the only ones staying fit this season and that is why the 3rd social campaign ‘Be Active’ will be about encouraging the estimated global audience of more than 2.6 billion to take part in exercise activations. This campaign will specifically target children and young people to reinforce the World Health Organisation’s guidance that children need a minimum of 60 minutes of daily exercise for healthy bodies and happy minds.
Find out more about the social action campaigns hosted by FIFA here.
Photo credits: FIFA
