Outvertising, an independent voice for LGBTQIA+ inclusion and representation within the ad industry, has asked brand owners and agencies for ‘allyship’ during the FIFA World Cup Qatar 2022.
The group feels that the tournament is a “step backwards in football’s long path towards becoming an inclusive sport” due to the controversy surrounding the tournament host Qatar’s lack of human rights protections for migrant workers, women and LGBTQIA+ people.
“The IPA (Institute of Practitioners in Advertising) has reported that almost half of all consumers and two-thirds of young adults have more respect for brands who address the many issues around Qatar 2022 than those who stay silent,” Outvertising said.
“As football fans, we would love nothing more than to be able to stick to the football, but we need brands to use their platforms to meaningfully showcase what their true inclusive values mean to themselves, their employees and their consumers.”
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The firm’s mission it to support and encourage brands in demonstrating active allyship with the LGBTQIA+ community.
According to Outvertising, advertisers have the platform during the tournament to be powerful. It has also commended England sponsor Lucozade for pulling their branding from the World Cup.
“Employees must not feel in any way obligated to participate in, or tacitly endorse, work relating to the World Cup. We ask anyone who is feeling pressured to do so to tell us,” the group added.
“Employers must ensure employees do not feel outed by any such process. And if they need any support we would encourage people to reach out to the NABS (the advertising and media’s industry’s wellbeing charity) advice line 0800 707 6607.”
