World Cup: Spain takes the kissing game to Qatar

As football's World Cup played out in Qatar, much of the Western media took issue with the Middle Eastern country's LGBTQI+ attitudes. This #LoveWinsQatar campaign out of Spain challenges the world's gamers to win through love by sharing online images of kissing. What do you think? A brilliant way of non-confrontational comment and crucial for raising awareness; inventive but a bit unnecessary since the event should really just be about the football; or just far too close to the bone so soon after worldwide governments worked in lockstep to punish and confine their own citizens? Is it useful to criticise human rights records abroad so vociferously while ignoring those at home, such as the quiet introduction of anti-protest legislation under an 'emergency' umbrella? The campaign was supported by Brazilian, Argentinian and Portuguese associations and translated into several languages to help the drive "to make our reality visible for our rights, for our wellbeing in a fairer society in equality and diversity," said non-governmental organisation COGAM.

Keywords: World Cup Qatar ads, Love Wins Qatar campaign, LGBTQI+ football, football ads, gamers, Serviceplan House of Communication Spain, COGAM, Game-Changer