Handshake for Peace
2014 FIFA World Cup Brazil™ Activation
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2014 FIFA World Cup Brazil ™ Handshake for
FIFA’s tournaments unite the world through football, bringing all nations and cultures together to share in
a celebration of humanity.
FIFA believes that combining its incredible reach and influence with the Handshake for Peace campaign
sends a strong message of hope and solidarity across the world.
In co-operation with NPC, FIFA promoted the Handshake for Peace initiative at the occasion of the 2014
FIFA World Cup in view of a long-term support and integration of the programme within FIFA.
With more than 3.2 billion TV viewers/ 46% of the global population (2010 FWC figures), the 2014 FIFA
World Cup provided a tremendous platform to communicate the Handshake for Peace message to the
In addition to the broad TV audience, the FIFA World Cup reaches out to a large communication network:
- 25’000 media reps of all major media houses in more than 200 countries
- 25’000 broadcast representatives accessing FIFA’s video material
- FIFA.com and FIFA Apps - 219m visitors
- Facebook likes (2014 FWC and FIFA) – 40.7m
- FIFA Twitter followers 17m
The below outline focuses on the campaign activation in relation to the 2014 FIFA World Cup however it
should be noted that the same principles apply to all FIFA tournaments since the FIFA Club World Cup
2013 and will be implemented at all 30 tournaments FIFA hosts every four years.
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Integration in Match Protocol
The Handshake for Peace was officialised and integrated as part of the match protocol during each 2014
FIFA World Cup game prior and after the match.
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Teams and officials were informed about the pitch protocol procedures as follows:
- Letter by the President to all Participating Member Associating
- Presentation of campaign during official Team Workshop
- Briefing during referee workshops
- Team information at team upon arrival meetings (officials and all players) and match day -1
coordination with teams (officials only)
- Information flyers handed out to players
- Information posters installed in team and referees locker rooms
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The pre-match Handshake for Peace worked seamlessly and however much efforts were put into the
information and explanation to teams and officials, the post-match Handshake for Peace did not take place
at all times in the defined format (at centre circle).
This is due to extreme emotions of the players after a FIFA World Cup match, especially as of the knock-out
stage. Nevertheless the programme was well embraced by all the players and there have never been as
many handshakes after a match during a FIFA World Cup as in 2014 (reported by FIFA refereeing).
The presentation of the Handshake for Peace campaign was part of the FIFA President’s address to the
Additionally the Congress was presented with the three minute project video (including Bente Eriscon’s and
FIFA President’s interview) - https://www.youtube.com/watch?v=juTMSY2Ovu0
Following the FIFA Congress the Handshake for Peace activation in view of the 2014 FIFA World Cup was
actively promoted to all FIFA’s media contacts.
- Inclusion of information about campaign in post FIFA Congress press release -
FIFA’s Digital Audience and Platforms
Handshake for Peace on FIFA.com and FIFA App
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Handshake for Peace on Social Media
4 Handshake for Peace Tweets 2 2 Handshake for Peace Posts
Reached 3.3m Reached 200 k
Handshake for Peace on youtube
Twitter - Accounts* that sent a Tweet that contained ‘Handshake for
Reach: total of max no. of followers for each account when a Fan
Fest tweet was sent *FIFAcom, fifamedia, fifacom_ar
Facebook reach: The number of people who saw your Page
post in news feed or ticker, or on your Page's timeline.
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Daily Media Briefing prior to 2014 FIFA World Cup Opening Match
The Handshake for Peace campaign was made subject of the first 2014 FIFA World Cup daily media
briefing that took place at Sao Paolo Arena on 13 June with the attendance of Linda Netland (NPC), Kjetil
Siem (NFF), Walter de Gregorio (FIFA).
Stadium Branding and Communication
The Handshake for Peace moment was strongly supported by messaging on the LED boards with exclusive
full ream exposure just before kick-off and immediately after final whistle.
The Handshake for Peace pennants provided additional exposure and recognition of the programme
around the matches (hand over by assistant referees to team captains post coin toss).
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A punchy, emotional video was developed as part of the stadium Infotainment programme informing and
educating the spectators about the meaning and values of the Handshake for Peace moment.
The stadium Public Announcement included the presentation of the Handshake for Peace on-pitch activities
prior and after each of the matches.
FIFA Fan Experience at the FIFA Fan Fest Rio de Janeiro
The Handshake for Peace was included in the main branding of the FIFA Fan Experience, an immersive,
cinematic FIFA installation set up at the largest FIFA Fan Fest site during the FIFA World Cup in Rio de
Janeiro (Copacabana Beach).
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The visual featuring Brazilian football hero Neymar Jr and Spain’s 2010 World Cup winner Gerard Piqué
doing the Handshake for Peace was the main photo opportunity of the site attracting 937’330 fans from
Brazil and around the world and encourages many fans to pose with the Handshake for Peace position
while having their photos taken in front of the installation.
In addition the cinematic experience included a Handshake for Peace section during which the two
narrators of the experience (Neymar Jr and Piqué) conducted the Handshake for Peace -
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TV and Broadcasters Briefing
Broadcasters have been briefed about the Handshake for Peace procedures through detailed background
papers. In addition the production directors of each venue were briefed about the activities happening pre-
As most broadcasters turn into commercial airtime immediately after the final whistle, the post-match
Handshake for Peace between the players and officials was not visible at all times. This concern will be
address again with FIFA TV in view of the 2018 FIFA World Cup.
Handshake for Peace Documentary
This 52 minute documentary special, A Journey of Hope, served as an important promotional vehicle for
the Handshake for Peace initiative. It describes the unique alignment of 5 historical traditions that came
together in the famous photograph that inspired the Handshake for Peace:
- The human handshake, a universal gesture
- The game of football and FIFA’s Initiative for Peace
- The Nobel legacy and the Nobel Peace Prize
- African – American culture and the ‘jiveshake’
- The Makana FA, Nelson Mandela and the 2010 FIFA World Cup
It shows how these diverse strands are now entwined in FIFA’s new initiative to take the Handshake for
Peace to the world, beginning with the FIFA World Cup in Brazil in 2014.
A Journey of Hope will reinforce FIFA’s commitment to peace and to the positive values that football can
bring to the world and cement its relationship with the Nobel Peace Centre.
The documentary was completed middle of May and distributed to all FIFA rights-holding broadcasters for
transmission prior to and during FIFA World Cup Brazil 2014.
The documentary is currently being re-edited with recent 2014 FIFA World Cup footage.
Edition # 30 of the FIFA Weekly dedicated its cover article to the Handshake of Peace campaign including a
storyline and quotes from Neymar and Gerard Piqué.
Download at: http://www.fifa.com/mm//Document/AF-
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The FIFA Weekly is distributed in 4500 hard copies (all FIFA languages), on-line as e-paper on FIFA.com and
has 50’000 FIFA Weekly App users.
The 2014 FIFA World Cup provided a unique platform to communicate the Handshake for Peace campaign
to a worldwide audienc