ABOUT

Human rights shouldn’t be part of the game.


Qatar, a place where laws are enforced to silence certain voices, where LGTBIQ+ people are persecuted, and where women need a man's permission to make almost any decision; this country was chosen to host the World Cup. A situation that did not matter at all to the leaders, brands and federations that allowed this atrocity to be possible: to use a sport loved by the whole world only to benefit a few.

On the occasion of the 75th anniversary of the Universal Declaration of Human Rights, APDHE (Association for Human Rights Spain) decided to protest against this event by launching the project KICKIN' RIGHTS CUP in collaboration with the Spanish artist Eugenio Ampudia. The artist's work replaces the World Cup ball with the Universal Declaration of Human Rights, and shows the world's best 'kickers' in the world destroying the most important document in human history, under the passive gaze of the entire world.

We redesigned the Universal Declaration of Human Rights and illustrated on our website and social media how it was being eroded match after match, while also keeping track of the number of kicks it had received. In addition, we generated content in real time, replacing the ball with the human rights declaration in clips and images from the World Cup. This content, in most cases, was censored by the social networks themselves. But that didn't stop us; instead, we took it to the streets creating posters and exhibiting the book in some of Europe's major metropolises.

An hour before broadcasting the World Cup final, Spain's most important TV channel opened its news programme with Kicking Rights Cup and gave the project the spotlight during one of the most-watched events of the year, reaching millions of viewers with our message: human rights should not be part of the game.



QUOTES: “Despite everything, he is not completely broken, there is still hope.”
“It makes us conscious about human rights and helps ensure that something like this will never happen again.”
Each of the almost 55,000 kicks is a strike against human rights. TVE
Eugenio Ampudia makes the Declaration of Human Rights "roll" in Qatar.



IMPACTS:
73% reach of the Spanish population.
200M impacts around the world.
0€ earned media
1'5M € earned average during the world cup
54.918 kicks during the World Cup.