Posted on April 10, 2013

Qatar Foundation for Education, Science and Community Development announced today the launch of a high-profile communication campaign to publicise its ongoing partnership with FC Barcelona (FCB). All across Doha the positive message of ‘Passion Drives Us All’,saluting teamwork, determination, and achievement, has begun to dominate the city’s skyline.

Qatar Foundation and FCB have a shared vision of inspiring young people to make the most of their inherent potential, whether through education, science, research or sport. With their new communication campaign, Qatar Foundation is bringing this vision to life through multiple channels. And awareness of the partnership is expected to increase all over the world, owing to Qatar Foundation’s multimedia promotion.

“Our partnership with FC Barcelona is intended to inspire our global community to be passionate in its pursuit of excellence” said Rashed Al-Qurese, Qatar Foundation’s Deputy Director of Communication.“With this campaign our shared mission will be explained to a worldwide audience and further encourage the unlocking of human potential.”

For both organisations, the campaign represents a call to action to take our world forward by working effectively together. This sentiment is shared by each institution as a means to achieve their goals.The campaign brings sports, education and science together. Its stunning visuals take inspiration from everyday objects that denote both organisations, such as footballs, books, microscopes and musical instruments, to create a powerful visual experience. FCB’s star players, including Messi, Xavi and Iniesta, feature prominently in the campaign.

Passion is what drives Qatar Foundation and FCB to achieve greater things and unlock the potential of its people. Through cultural outreach programmes and a socially-focused approach, Qatar Foundation and FCB are helping give younger generations the opportunity to enrich their communities. With a firm commitment to development, they seek to serve as a leading example for others to follow as they strive to encourage youth to rise to the challenge.

Building upon these aims, Qatar Foundation will broadcast for the first time today its impressive television commercial to a large audience at its hugely popular Fan Zone event. Afterwards, fans will be treated to a live screening of the second leg of the Champions League Quarter Final tie between FCB vs Paris Saint Germain. Fan Zone attendees are also being offered the wonderful opportunity to enter a ‘golden goal’ competition, and one lucky winner will receive two tickets to watch a Primera Liga match at Camp Nou later in the season.