Play for the Union

 

THE CLIENT:

THE STATE OF THE UNION COALITION

 

THE TASK:

  • Develop and implement a concept for the launch of a pan African campaign on the African Union.

 

THE CONCEPT:

  • Paula is a 19-year-old from semi-rural Mozambique who manages her uncle’s kiosk. Irungu is a 72-year-old man from Nairobi, Kenya, Alexis is a 14-year-old farmer from a hillside town in Rwanda and Brigitte is a 24-year-old woman who was forced to marry at age 15. They all have something in common: they love football and can play, very well. Paula is sure she can teach a lesson or two to Drogba, Irungu thinks he is Roger Mila, Alexis is sure he is the next Ronaldinho, Brigitte is in love with Samuel Eto. For 5 months, the campaign mobilized at least 10,000 people by following the lives of Paula, Irungu, Alex, Brigitte and 18 other Africans as they struggled to live the lives that the African Union and its various instruments promised, just as they trained and planned to play a friendly game at the June 2012 African Union Summit in Malawi.

 

THE OUTCOMES:

  • Awareness was created during the launch in Libreville, with almost 1,500 people.
  • Selection of 22 players from 22 different African countries and training on the 14 African Union instruments, their roles as SOTU ambassadors and how to influence policy changes.
  • Patrick Mboma attended the meetings in Addis-Ethiopia and Malawi.
  • John Tesema, an international coach recognized by FIFA joined the Play for The Union team and trained the teams in Addis Ababa and Malawi.
  • The campaign got 25,000 fans in just 6 months.
  • 12 solidarity messages from 11 international players were recorded in Libreville, Yaoundé and Blantyre.
  • Benin agreed to sign the African Charter on Democracy, Election and Governance.
  • President Bakili Muluzi committed to push for Malawi to sign the African Charter on Democracy, Election and Governance.
  • 8,933 signatures were collected before, during the Grand Unity Game and on online platforms.

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