The widespread passion that football commands makes it a magnet for commercial brands, but it can also be used highly effectively for social justice campaigns. With the World Cup almost upon us, we look at some intriguing examples.

This Girl Can: The Spirit of the Game

An original way of depicting women’s passion to play football, and the barriers to their acceptance, using a poem that came out of a players’ workshop.

Football United Against Domestic Violence: Unpunished

Notwithstanding the above, men are still the predominant viewers and spectators of football. Here men are the target audience for this analogous campaign against domestic violence.

Kick it Out: #KlickItOut

A clever and persuasive film tackling head on football-related discrimination on social media.

Arsenal: No More Red

Using its platform as a major football club, Arsenal came up with this effective gimmick to raise awareness of knife violence.

Certified Sports: Dropped

Here football itself is the target, with this moving film about how clubs turn their backs on young players who don’t make it, sometimes with tragic consequences.

Hope is a marketing, creative and branding agency for charities and other social-purpose organisations. The Ideas Lab examines what makes effective (or ineffective) communications for these causes, charities and social-impact businesses.