A campaign focusing on the promotion of human rights and diversity has been launched by the regional government of Rio to cultivate a cultural understanding between people during the World Cup.

"Discriminação é gol contra" (Discrimination is own goal) follows the examples of the anti-racism campaigns launched by the Brazilian Government and the state of Salvador da Bahia, earlier this month, seeking to counter discriminatory behaviour and promote a diverse and unified environment for the tournament.

“We cannot accept to live in a society that discriminates. With this campaign we pledge to be vigilant and take action 24 hours a day. We need to promote respect and mutual understanding between people” said João Carlos Mariano, a representative of the regional government’s secretary for human rights.

A number of awareness-raising initiatives, including the distribution of educational and informative resources, have been taking place in the most touristic points of the city since the campaign’s launch on 11 June.

An existing reporting line for victims of discrimination is also being promoted as part of the initiative.

Several Brazilian public figures have backed the anti-discrimination action, including the actors of the worldwide critical acclaimed film, which approaches several societal issues of Rio de Janeiro and its favelas, City of God, Roberta Rodrigues and Jonathan Haagensen.

Other organisations, including Fare, and institutional bodies are also supporting the initiative. In 2013, ahead of the 2014 FIFA World Cup and the 2016 Olympics, Fare and the regional government of Rio co-organised a conference in the Brazilian city to set out a vision of sporting events that are inclusive and reinforce the fight against intolerance, including racism, homophobia and gender inequality.