The Comitê Popular da Copa de Pernambuco (Popular Committee for the World Cup – Pernambuco) is formed by a group of NGOs working toward the same objective. Their main objective is to be a place of reference for member organisations and for the local and international public. The idea is to work together with other Popular Committees throughout the country to inform people about the impacts of the World Cup, and also prevent and monitor violations of rights, political abuses, and private uses of public resources.
In September 2013, the Director of R&D for Millward Brown’s global neuroscience practice, Sarah Walker, worked with everyone from the Comitê Popular da Copa to elaborate a campaign to reveal the reality that’s hidden behind the curtain of the World Cup; involving violation of human rights, forced evictions and lack of transparency from the government regarding the use of public resources, so that people understand the reality of hosting the World Cup in Brazil, and provide those who are directly affected, with a voice.
Within a week of the campaign launching, Sarah and the team had reached over 50,000 young people in Recife with the #NósValemosMais (We’re Worth More) message on Facebook – and had over 1000 people sign up to the campaign page to receive further news from the campaign within the first few days. They also staged activations that drove higher reach and fame for the campaign, including a protest on one of the city’s busiest beachfronts, and persuading one of the competitors in Recife’s annual (televised) ocean race to bear the campaign’s logo on the sail of his yacht.
Within weeks of the campaign launch, FIFA picked up the phone and asked to meet with the committee. The campaign was only a part of the effort, but it gave the issue an identity and a focal point, and carried the issue to a wider audience so it could less easily be ignored by those in power. You may read Sarah’s case study here.