The Brief

Enhance the second iteration of ICMEC’s Football Cares campaign for 2021. 



Their mission seems too grand.

ICMEC works at a global scale, leading the individual to feel helpless due to the issue’s scope.

Brand Truth

ICMEC is the unseen champion for unheard voices.

As ICMEC’s initiatives largely target legislators and law enforcement, the public often does not see ICMEC’s role in reuniting children with their families.

Cultural Truth

Childhood soccer memories transcend borders and translate into shared global experiences.

Human Truth

Sports fans are raised to protect their communities.