Some of football’s biggest stars have joined forces with amateur players from around Europe to feature in the advertisements for #EqualGame, UEFA’s new RESPECT social responsibility campaign, which positively promotes inclusion, diversity and accessibility in football.

Ada Hegerberg, Cristiano Ronaldo, Lionel Messi and Paul Pogba feature together in the campaign's two new videos focused on highlighting the importance of diversity and equality in European football. The main campaign pillars are: the new TV spot; signage in stadiums reflecting that on the field everyone is equal; mini football documentaries released every month showcasing the daily-life of football lovers in Europe; and, a website dedicated to the campaign.

The #EqualGame films are available on www.equalgame.com and are also aimed at amplifying a message about the benefits football brings to the community. A TV-spot will be broadcast throughout the 2017/18 European club football season across all major UEFA competitions.

The films advocate UEFA President Aleksander Čeferin’s belief that European football’s governing body should be a social fair play organisation, which means a zero-tolerance stance on racism, sexism, homophobia or any form of discrimination: “It is vitally important that UEFA makes football accessible for everyone and, through the power of sport, becomes a global leader to fight for social equality.

“The new #EqualGame initiative aims to help to bring the football community closer together and ensure that values such as inclusion, gender equality and the fight against discrimination continue to be at the forefront of UEFA’s vision and beliefs.”

Paul Pogba, the Manchester United FC and France midfielder, has been one of the most vocal supporters of the campaign. At the launching event, he said: “I am really honoured because it’s something that I can and want to do – to show the world that we’re all equal and we just play football because we love it.

As a television, digital and social media campaign involving professional players, grassroots players and fans, #EqualGame will generate positive public awareness of all the different ways people can play and enjoy football.

Cristiano Ronaldo, the Real Madrid CF and Portugal forward, said he is supporting the campaign because of his belief that football can be a force for good: “I am grateful for everything football has given to me and my family, and this is why I want to give back to society as often as I can. I see it as my responsibility, as a person and a footballer, to try to bring happiness to as many people as I can, on and off the pitch.”

Ada Hegerberg, the Olympique Lyonnais forward, said: “Football is popular all over the world and it plays such an important part in people’s lives. This means the game has the power to change attitudes and help communities achieve positive social change.

“The central principle is: “Everyone has the right to enjoy football, no matter who you are, where you’re from or how you play”.