The Delegation of the European Union to Brazil, together with embassies of nine EU member states, launched on 8 June 2026 the campaign "Unidos pelos valores, jogando bonito!" (United by values, playing fair), inviting the public to reflect on fundamental EU values through a social media contest tied to the upcoming World Cup. The campaign, running until 2 July, asks participants to create a phrase linking the World Cup to a specific value represented by each participating country: equality, solidarity, freedom, diversity, unity, citizenship, human rights, democracy, and inclusion. Winners will receive an official jersey from one of the participating national teams.
The initiative is led by the EU Delegation in Brasília and involves the embassies of Czechia, Germany, the Netherlands, Sweden, Belgium, Croatia, Austria, Finland, and Ireland. Each country is associated with one of the nine values. The campaign aims to highlight the importance of European values by associating them with one of the world's largest sporting events, which mobilises millions in Brazil and globally. The press release draws a parallel between the EU and sport, stating that both promote respect, cooperation, inclusion, and teamwork — principles that bring peoples together and strengthen societies.
No prior coverage of this campaign exists in the available records. The campaign is a public diplomacy effort timed to the start of the World Cup, using social media to engage a broad audience. The EU Delegation's press and information team provided contact details for further information, including a phone number for Teresa Coutinho.
Stakeholder impact: The campaign primarily affects the EU Delegation and participating member state embassies, which invest resources in coordination and prize provision. Brazilian social media users are the target audience, potentially gaining awareness of EU values. No regulatory or financial measures are involved; the impact is limited to soft-power outreach and cultural diplomacy.