A museum in London is celebrating the role of migration in soccer amid a growing movement to combat racism in the sport.
The campaign from the Migration Museum, which is based in south London, coincides with the Uefa European Championships 2020 tournament. It shows how migration has shaped “the beautiful game” and highlights the fact that all 26 national teams competing in this year’s Euros have players who are from outside the country.
Created by Wonderhood Studios, “Football Moves People” aims to place migration at the heart of conversations about soccer, both during the Euros and beyond, and celebrate its positive impact across sport, culture and society. The ads will take over out-of-home sites, pub screens and social media for the duration of the men’s Euros from June 11 to July 11.
The ads primarily focus on the England squad, in which more than half of the players have at least one parent or grandparent born outside of the U.K., and showcase the diverse family roots of key players including Raheem Sterling and Harry Kane. Posters and graphics will illustrate what England’s lineups and results would look like without the team’s first-, second- and third-generation immigrant players.
The museum will also share in-depth family histories and personal stories of migration from players competing in the Euros. A window display at Lewisham Shopping Centre, where the Migration Museum is located, will celebrate south London soccer heroes from all backgrounds.
“Football Moves People” is particularly poignant as racism in soccer has come under the spotlight again. Players have spoken out against racist abuse from fans and some have taken the knee ahead of matches—a gesture inspired by NFL quarterback Colin Kaepernick’s protest against racism beginning in 2016.
During the Euros, England players taking the knee have faced boos and jeering from some fans.
Migration also remains a divisive issue in the U.K., where Home Secretary Priti Patel has taken a contentious stance to reduce the numbers of migrants arriving in the country.
“It’s no exaggeration to say that without migration, football as we know it wouldn’t exist. But migration has shaped far more than football. It goes to the heart of who we all are, where we come from and where we’re going,” Robyn Kasozi, head of public engagement at the Migration Museum, said in a statement.
“It’s time to put migration at the heart of our national conversations, and with tens of millions of us watching the Euros this summer, where better to start than with football?”
Credits:
Agency: Wonderhood Studios
Brand: Migration Museum
Founder and Chief Creative Officer: Aidan McClure
Founder and Chief Operating Officer: Alex Best
Creatives: Ads Dechaud, Phil Le Brun
Design Director: Simon Elvins
Designer: Filip Pomykala, King Henry Design Agency
Planning Director: Nick Exford
Account Executive: Sham Shakil
Head of Project Management and Print Production: Roy Barker
