In the context of the European Year of Intercultural Dialogue 2008, the European Commission, UEFA (Union of European Football Associations) and Football Against Racism in Europe (FARE) are launching a joint TV spot highlighting tolerance and the role of languages as bridges between people. The spot shows three groups of football fans caught up in the excitement of a match: regardless of their cultural backgrounds, origins or languages, they all share their love of football and react in the same way in different authentic settings.

Millions of TV viewers across Europe and beyond will see the spot since it will be aired during the half-time break throughout the entire season’s televised UEFA Champions League football games, as of 16 September. This initiative comes at a time when the Commission is about to present its new strategic Communication on multilingualism, making the case for language learning as well as preserving and promoting cultural and linguistic diversity.

European Commissioner for multilingualism Leonard Orban said: “A feeling of common belonging based on linguistic and cultural diversity is a powerful antidote to intolerance. Increasing mutual understanding, multilingualism can significantly contribute to the dialogue between people, be it at school, at work or during free time. As this 30-second TV spot shows, football is a good vehicle for interaction and for learning about other cultures and languages.”

“This is the second TV spot that UEFA has co-produced with the European Commission in as many years,” said David Taylor, UEFA General Secretary, “and this is a great way to develop our relationship together. UEFA operates a policy of zero-tolerance in the fight against racism in football, and this new film demonstrates our relentless commitment to the cause.”

The TV spot is a co-production between the Commission, UEFA and FARE, who also used it as part of their “Unite against racism” campaign, launched on 7 June in Switzerland, in the context of the UEFA EURO 2008?. Showing three different groups of football fans in different settings but with identical reactions to a football match ending with a goal, this co-production spans a bridge to the claim of the European Year of Intercultural Dialogue “Together in diversity.”

Aired at the interval of each of the 125 matches, this TV spot is expected to reach more than 140 million viewers during each match week of the UEFA Champions League, from September 2008 until May 2009. In Europe alone, it will be screened in more than 40 countries. This is made possible through a partnership with UEFA which has offered up the 30 seconds of airtime that it retains for social initiatives.

Permalink: “Different languages, one goal”: European Commission, UEFA and Fare work together