Around $516bn is spent annually on media advertising worldwide.
The United States is the largest advertising market in the world.
In Latin America, Brazil is one of the greatest exponents.
Advertising is one of the most used means in the world to publicize a message that can range from a sale to a problem that affects millions of people around the world. It is the case of a campaign that seeks to record the more than 6,500 immigrant employees from South Asia who have died and lost their human rights (HR) working for the preparations for the 2022 FIFA World Cup in Qatar.
Spending on advertising and key pieces of the marketing industry demonstrates the importance of this industry in the global marketplace, where ua study conducted by eMarketerdetailed that it generates millions of dollars, and spends around 516 billion dollars annually on advertising in the media.
Likewise, according to data from Zenith, North America is the main focus of investment in the sector, where the United States alone is the largest advertising market in the world with spending that exceeded 240 billion dollars. For their part, Latin American countries such as Mexico also invest a lot of money in these pieces of art, where a study of Magnaglobal, titled “Global Advertising Forecast Winter Update 2020”refers that Brazil one of the greatest exponents in the region, went from investing 12.3 billion dollars in 2020 to 13.3 billion dollars in 2021.
This campaign shows the human rights abuses behind the World Cup in Qatar
It is not the first time that the problems that the workers who were in charge of carrying out the various soccer stadiums that will be used in the Qatar World Cup have had, but recently a new wake-up call arose from an advertising campaign.
Under the name of “Cards of Qatar”, which in Spanish would be “Letters from Qatar”, reveals that more than 6,500 immigrant workers from South Asia have died in the host country.
The advertisement was created by the journalistic platform Blankspot, the sports application Forza Football and the advertising agency Forsman & Bodenfors, to tell the stories of migrant workers who were injured or died during the lhe past decade since Qatar won the rights to host the World Cup.
The campaign consists of a series of soccer cards, whose glossy packaging at first glance looks like another set of trading cards, like the classic album stickers or other merchandising strategies that are so popular during this type of sporting event. But instead of players, the portraits are of actual migrant workers, each of whom comes with a story about their untimely death or injury.
The goal of the filmmakers is to publish a card every day before the World Cup in November, to tell about this problem that affects millions of migrants.
The campaign will also feature 33 cards, as well as extensive articles and interviews with players, politicians and workers’ organizations.
Likewise, Forza Football is also encouraging social media users to tweet directly at people. in the football industry and encourage them to share the stories of migrants.
Given this Patrik Arnesson, founder of Forza Football, said that the goal of the campaign was to spread the stories of migrant workers among a wider public and put pressure on FIFA to stop human rights abuses against them.
There are many companies that use their advertising campaigns to give a clear and concise message about a problem that affects the entire world, as an example we have the Spanish Association Against Cancer that launched a social mobilization advertisement in the European country, to promote habits healthy lifestyles among the population and put a stop to the impact of tobacco, especially on minors.
Once again, the importance of advertising in our day-to-day life is demonstrated, where if it is well applied it can reach millions of people and make a difference.
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