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

• The visibility – Though we will recommend lots of changes in this department, itmust be said, that the visibility is one of the strong points of the current campaign.B. OpportunitiesThe major opportunities we see for the ‘Respect campaign’ are:• The creation of the ‘Respect campaign’ as an umbrella for all of UEFA’s activitiesin the social responsibility realm – A ‘global communication strategy.• The existence of other ‘Respect campaign’ on national levels (e.g. UK, France) –The possibility of aligning these activities with UEFA’s own ‘Respect campaign’.• The creation of an inter-seasonal competition for the 2007 abolished ‘IntertotoCup’ – Revive such a competition based on the principles of ‘Respect’.These strengths and opportunities will guide us in the process of finding recommendations.They obviously should be used and built upon due to the simple fact that they already exist.However, we also have to point out the main weaknesses and threats that always have to bekept in mind when launching a project to revamp the ‘Respect campaign’.C. ThreatsThe major threats to UEFA’s ‘Respect campaign’ are very clear:• The vague and blurred definition of ‘Respect’ – This fact is closely linked to oneof ‘Respects’ major threats. As the word is so wide and broad, there is always thepossibility of a campaign becoming potentially too wide.• The danger of activism – The ‘Respect campaign’ is fairly new and its process ofcreation was rather unconventional and ad-hoc. Thus, implementation andimportant theoretical background work had and have to happen at the same time,which always bears the danger of too many and too different actions happening.D. WeaknessesThe weaknesses of the current ‘Respect campaign’ will be our major focus when suggestingchanges to UEFA. All our recommendations will be based on these weaknesses and will try to34