“It’s not easy to draw attention to this and we don’t have all the answers,” say the Australian footballers, somewhat cautiously. But her video message about the treatment of migrant workers and LGBT people in Qatar is now going around the world.

Communications strategists praise the courage and the strong message, but the question is what will change in Qatar.

The video features sixteen internationals, each reading a sentence or two from the joint statement on what needs to change in Qatar. Nicholas D’Agostino concludes: “This is how we can ensure that the World Cup goes down in history after the final whistle.”

Followed by “In a way the football world can be truly proud of,” voiced in turn by teammates Adam Taggart, Denis Genreau, Kye Rowles, Mitch Duke and Bailey Wright.

“The way they say that makes it even stronger: every player who speaks up is part of the larger story. It shows that you are united,” says Youssef Eddini, communications consultant at communications agency Van Luyken. “I can’t remember ever being so attracted to the underside of a sporting event. Extremely progressive.”

Watch the Australia squad video here:

According to Eddini, it’s clear the players know what they’re talking about. “You have looked at the situation of migrant workers and how to deal with the LGBTI community in Qatar. You spoke to experts. So doing nothing was not an option.”

Communications strategist Marc Oosterhout is particularly impressed by this no nonsense way on which the Australian players filmed themselves with their mobile phones. “Very authentic. If you make that too smooth, it becomes less powerful,” says the chairman of SIRE, who does ad campaigns on social issues. “We often draw attention to more abstract topics. Then you don’t have a role model to represent fully and you have to go for more creative forms.”

Oosterhout can imagine that the Football Association of Australia is hoping for a snowball effect, with other teams speaking up more clearly. “Perhaps there were even contacts between the trade unions beforehand. If that succeeds, you could turn it into a major public campaign.”

He said the appeal would have been much stronger if the Australians had said they would not go to the World Cup unless things changed in Qatar. “Then you have consequences, although I understand that it’s not easy for athletes. The danger now is that reputation will die a silent death.”

OneLove bracelet

The Australian video message is the most outspoken statement from footballers who will be heading to the World Cup themselves next month. Last year, the Netherlands national team wore shirts saying “Football supports change” ahead of the international match against Latvia, and Qatar captain Virgil van Dijk wants to play with a OneLove bracelet.

Seven other World Cup participants also want to wear the special captain’s armband, but it is not yet clear whether promotion will actually take place. The KNVB has asked the world football association FIFA for permission to do this. “We have not yet received an answer to this question,” said a spokesman on Wednesday. “We don’t expect any problems. We haven’t had any cancellations and we won’t speculate on a different result.”

The Danes announced last month that they would play in Qatar in protest wearing shirts with the logos of the national association and the clothing manufacturer virtually invisible.

The Norwegian team, which failed to qualify for the World Cup, also wore special kits in several qualifiers last year:

The Australia team’s video is a world first and many people will see the message, but Oosterhout fears little will change in Qatar. “Don’t lose sleep over it. This is how those in power have always behaved and it was evident this week in the Emir’s call to stop the ‘smear campaign’. Nonetheless, it remains important to draw attention to this. .”

irritation positive

According to Eddini, the annoyance from Qatar shows that they are not indifferent to the criticism and are observing it closely. “And now the Australian video comes on top. But it is difficult to estimate what will actually change.”

He praises the boldness of the Australians. “It takes real courage to speak out like that on the global stage and then go there Out in the open stand and play.”

On the other hand, with this flight forward, the players avoid being repeatedly blocked at interviews once in Qatar. “The Australians can now refer to their own testimony. Players from other teams have to express their opinions on the spot and that’s much more difficult.”