Global Citizen: Believe in Love

Red ring centered above black rectangular blocks on a transparent background

Global Citizen: Believe in Love  • Declassified

Mobilizing World Cup Halftime Show viewers for real-world collective impact

Client since 2015

Phone on turf showing a Believe in Love campaign screen.

Background

Global Citizen mobilizes millions toward social impact through high-profile cultural convenings. For the first-ever FIFA halftime show, curated with Coldplay’s Chris Martin, the organization introduced the "Believe in Love" campaign. To turn the movement into active participation and conversions, the campaign required an immediate, accessible entry point for a global audience.

Performers form colorful patterns across a packed stadium field.

Black welcome screen with the Believe in Love heart mark.

Challenge

L+R was tasked with engineering a high-visibility landing page capable of converting sudden, massive broadcast traffic into immediate digital actions and converted “Global Citizens”. The objective demanded balancing complex multi-stakeholder alignment across FIFA and Global Citizen under an aggressive delivery timeline, all while ensuring straightforward user onboarding during a high-stakes, real-time spotlight and a widespread paid marketing campaign.

Performers carry oversized colorful soccer balls across a stadium field.

Solution

Unifying strategy, design, engineering, and operations, our team deployed a low-friction digital architecture designed for rapid execution. We gave strategic input on lightweight but high-value user experience flows to maximize conversion velocity. Rapid wireframing, streamlined UI integration, and optimized back-end event tracking ensured system stability under extreme concurrent server load. We delivered a visually engaging landing page for the campaign that converted users upfront, and led them to follow-up actions and ways to engage with Global Citizen, including donating to the FIFA Global Citizen Education Fund.

Tablet and phone display Believe in Love campaign options on turf.

Performers in yellow, pink, and blue costumes wave on a stadium field.

Hand holding a phone in a stadium with a colorful field display below.

Set of mobile app screens for the Believe in Love campaign.

Athlete holding a ball on a sports court before spectators.

Person holds a phone beside a laptop showing a FIFA World Cup screen.

Person in a sports bar uses a phone while watching a soccer match.

Impact

The platform executed flawlessly during the live broadcast, maintaining zero downtime across the sudden influx of international traffic of about 2M users. By grounding technical infrastructure in human-centered design strategy, the initiative converted passive halftime show viewers into active participants, acquiring 235k new email users, and 113k new social followers on Instagram and YouTube, totaling 349k new audience members. About 288k “actions” were completed on the site, including passing over $100K in online donations to the Education Fund from about 2.7k individual donors.