How can the 'Respect Campaign' - FIFA/CIES International ...

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B. Ad Hoc Partnerships 78The Ad Hoc partners are only allies for one or two years and they get a contribution limited to150,000 Euro. At the moment UEFA has four ad hoc partners, namely, the ‘Homeless WorldCup’, the ‘World Wildlife Fund’ (WWF), the ‘International Committee of the Red Cross’(ICRC) and the ‘Swiss Academy for Development’.The ‘Homeless World Cup’ was founded in 2003 and tries to integrate one of themarginalized groups in our society through football. They use football to encourage homelesspeople to change their lives and also to draw attention to the problems of homelessnessaround the world.The ‘World Wildlife Fund’ (WWF) was established in 1961 and has its focus on theenvironment. The WWF is one of the world's largest and most respected independentconservation organizations, with a global network active in more than 100 countries focusedon safeguarding the planet's extraordinary wildlife species and their habitats. UEFA tries tohelp by switching off the lights during the ‘Earth Hour Campaign’.‘International Committee of the Red Cross’ (ICRC) focuses on anti-landmine campaigns andrehabilitation. The ICRC's mission is to protect the lives and dignity of victims of war andinternal violence and to provide them with assistance. UEFA began working with the ICRCwhen it supported its anti-landmine campaign in 1997 and also worked with them for theEURO 2004 and 2008 tournament.The ‘Swiss Academy for Development’ (SAD) established the ‘International Platform onSport and Development’- website in 2003. UEFA supports the website because it serves as aleading online resource for all involved in sport and development, providing access to detailedinformation about existing projects and activities. The questions addressed on the websiteinclude the focal points of UEFA's FSR program like combating racism, xenophobia,homophobia, violence and promoting reconciliation, peace and football for people withdisabilities.78 Official site UEFA, “ Ad Hoc Partnership,” UEFA,http://en.uefa.com/uefa/socialresponsibility/adhocpartnership/index.html (accessed July 4, 2010).26
II. Taking stock of the current state of the ‘Respect campaign’After this broad overview over UEFA’s CSR-activities, we need to come back to the core ofthis project: the ‘Respect campaign’. Where, when and how did it originate? How is ‘Respect’defined – both by UEFA and globally? What are its key objectives? What is the current statusof the ‘Respect campaign’?A. Creation of the ‘Respect campaign’The ‘Respect campaign’ was created in early 2008. Although its forerunner, the UEFA ‘FairPlay campaign’, was supposed to be continued and to be UEFA’s main social responsibilitycampaign for the EURO 2008, it was agreed to be replaced by the ‘Respect campaign’. Thisdecision was finally taken by the UEFA Executive Committee at the Meeting in Vaduz,Liechtenstein, in late March 2008:“The UEFA President […] propsed developing […] a flexible […]communication brand/tool called Respect. […] The idea is to launch thecampaign at UEFA EURO 2008 TM . Stadium advertising space and othersurfaces have been assigned for this purpose. Once launched, the Respectcampaign should be developed into a recognized UEFA campaign that issystematically applied and promoted around UEFA competitions […].Respect will replace fair play but the fair play aspect will become anintegral part of the Respect campaign […]. [The aim is] to develop anoverarching UEFA Respect communication campaign with the objective ofapplying it systematically [in the future].” 79Naturally, some of the decisions taken in Vaduz were taken retro-actively and theimplementation processes for the ‘Respect campaign’ had already started in February uponthe request of President Michel Platini in order to meet the tight deadline for UEFA EURO2008. 80The initial idea for the use of the word ‘Respect’ in connection with UEFA’s FSR activitiesand the replacement of the already known – though often confused with FIFA’s Fair Playcampaign – UEFA ‘Fair Play campaign’ was developed by then new UEFA President Michel79 Patrick Gasser, email to Respect Final Project Group, May 25, 2010.80 Patrick Gasser, email to Respect Final Project Group, November 23, 2009.27
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Page 34 and 35: Football for All, Football and Huma
Page 38 and 39: Platini. Platini, who came to power
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Page 44 and 45: • The visibility - Though we will
Page 46 and 47: future:• UEFA can drop the ‘Res
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Page 50 and 51: When it comes to the third of the c
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Page 80 and 81: Appendix:Note to the reader:Due to

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