HOPE SOGNI – THE 10TH FIFA PRESIDENT

Football governance is broken. In its 120 year history, FIFA has never had a female candidate run for president… until now.

Working in collaboration with female football leaders, Moya Dodd and Maggie Murphy, we created Hope Sogni, an AI manifestation of a female candidate that people can speak to in real-time. Hope exists to allow female leaders to share progressive views anonymously and hold FIFA to account on key issues affecting women in football.

Within two days of launching, the campaign had been covered in 42 countries, in multiple languages, across key national titles, with a photo of Hope dominating the backpage of the Guardian.