A "handful of footballers are using their prestige and social media to help give back to society" in a campaign conceptualized by agency Dark Horses titled "Common Goal," according to Taruka Srivastav of THE DRUM. It has the "benefit of featuring" ManU midfielder Juan Mata, who is "urging footballers to pledge 1% of their salary to charities through the campaign." Mata discussed whether he thinks campaigns such as Common Goal have the "power to influence people for the better." He said, "I believe campaigns that are able to merge the importance of social responsibility with an already massive community, such as football, stand the greatest chance of positively influencing people. Common Goal is about more than just footballers making the pledge. It's also about setting an example that encourages the broader community to think meaningfully about giving back." As to how social media influences other players and him, Mata added, "Social media opens up a direct line between sports people and sports fans, which allows us to gain better insights into what our followers care about and are driven by" (THE DRUM, 10/26).