Case Study

#FootballUnites Campaign

Client

Football Australia

Project

Using football to build belonging and social cohesion for multicultural communities post-World Cup

The Challenge

Despite the success of the FIFA Women’s World Cup in 2023, Football Australia recognised a strategic challenge: how to sustain the momentum and translate positive sentiment into long-term social impact for new and multicultural Australians.

The goal was to position football as a unifying force for inclusion and community building, using the sport’s reach to combat isolation, discrimination, and miscommunication. With over 300 cultural ancestries represented among the 1.91 million football participants nationwide, the opportunity to activate meaningful social connection was significant.

The Approach

CulturalPulse partnered with Football Australia to deliver the #FootballUnites campaign, grounded in community insights and authentic storytelling.

  • Conducted workshops with grassroots clubs, newly arrived migrants, and professional athletes to uncover the central insight: Football is a shared language that connects people across cultures.
  • Developed #Football Unites video campaign bridging to life six emotional, real-life migrant stories, showcasing players, coaches, and referees who found connection and confidence through football.
  • Produced high production videos with closed captions and accessibility guidelines featuring ‘hero’ figures with supporting voices from teammates, club coaches, and community leaders. We included endorsements from Ministers, MPs, and state bodies that championed community sport.
  • Developed culturally specific press releases target communities.
  • The #FootballUnites campaign launched nationally across Football Australia’s digital platforms, YouTube, Meta and partner networks.

3.1 Million

Views

91%

Positive Sentiment

The Outcome

The campaign exceeded expectations and has become a benchmark for culturally inclusive sport engagement:

  • 3.1 million+ views.
  • 91% positive sentiment from multicultural and youth audiences.
  • Featured in major multicultural media including Desi Australia, Sunrise Daily Vietnamese, and Latino Crew Livestream.
  • The campaign was shared widely by Ministers, grassroots clubs, state football bodies, and community members.
  • Aligned with Football Australia’s ‘Securing Our Football Future 2025’ proposal and ‘Play Our Way’ grant.
  • Positioned Football Australia as a national leader in using sport to drive inclusion, social cohesion, and health equity.
  • Featured on SBS World News and Weekly Kick Off Channel 10.

All videos can be viewed here.

Key services