The FIFA and the Nobel Peace Center Handshake for Peace initiative will feature at all matches during the 2014 FIFA World Cup Brazil™, giving this powerful gesture of friendship and respect the biggest platform in sport to reach an audience of billions.
FIFA has also produced a 52-minute documentary about the Handshake for Peace called “A Journey of Hope” – directed by award-winning British film-maker and author Stewart Binns. The film has been made available for free to all FIFA Media Rights Licensees to broadcast the story of the Handshake for Peace campaign across the globe.
This joint campaign by FIFA and the Nobel Peace Center in Norway combines the global reach of football with the simple gesture of a handshake to promote peace and fair play.
The Handshake for Peace has formed an integral part of FIFA events since its official launch at the FIFA Club World Cup Morocco 2013, with players and match officials embracing this opportunity to set a positive example to fans and to wider society.
As an example of the expanded pre- and post-match protocol, the opposing captains and the referees will meet next to the centre circle to take part in the Handshake for Peace after matches at FIFA tournaments.
“A crucial pillar of FIFA’s mission is to build a better future for all through the power and popularity of football,” said FIFA President Joseph S. Blatter. “We believe that, by adopting the Handshake for Peace as part of the match protocol at the 2014 World Cup, FIFA and the global football community can send a strong message of solidarity and peace to the world. We are proud to have joined the Nobel Peace Center on this exciting and powerful campaign.”
The joint initiative brings to life a promise made between the two organisations at the 2012 FIFA Congress in Budapest.
Nobel Peace Center CEO Bente Erichsen said: “Working with FIFA enables us to reach even further with this message of peace. Millions of people meet through football – across borders, cultures and languages. Football grounds are among the world‘s most important venues for promoting respect, equality and friendship, ideals which have been fundamental to the work of many Nobel Peace Prize laureates. Alfred Nobel intended his legacy to help strengthen the brotherhood of nations. Now the international football community has a unique opportunity to do the same – with a simple action, a handshake for peace.”