UEFA "stepped up its commitment to promoting diversity in football" with its new #EqualGame campaign, which includes a TV spot, website and social activity, according to Nicola Kemp of CAMPAIGN LIVE. The move is part of UEFA's commitment to "ensuring that European football takes a zero-tolerance stance on racism, sexism, homophobia or any form of discrimination." The TV spots will kick off this week ahead of the opening group fixtures of the Champions League. The campaign, which was created by London-based Shoot the Company, "takes a documentary-style approach." It will include players such as Ada Hegerberg of Olympique Lyonnais' women's team, Paul Pogba, Cristiano Ronaldo, Lionel Messi and grassroots players and retired players. Hegerberg said that she is backing the campaign "because she wants everyone, especially young girls, to believe football is for them." Messi said, "The fact that football acts as a leveler in our society is a source of great pride to all of us involved in the game." As well as TV, digital and social activity starring int'l players, "the work also hopes to raise awareness of grassroots initiatives, such as walking football for older players and football for people with physical impairments" (CAMPAIGN LIVE, 9/11).
