The project was unique in its approach of fundraising at a major sporting event. It developed a successful communication strategy that gave fans a clear idea of what funds were being raised for and why they were needed. An advertising agency was engaged to design publicity materials, which included a 30-second video clip shown on TV in various countries, on websites and at the tournament stadiums. These materials made a clear link between the tournament and fundraising for landmine victims in Afghanistan: a humanitarian message (ICRC) in football language (UEFA).
UEFA contact page
ICRC contact page
An Evaluation of the UEFA EURO 2008 Social Responsibility Projects (short version)