Migration Museum Calls Out Racism with Euro 2024 Campaign

British creative company, Wonderhood Studios, has put together an OOH and social campaign for the Migration Museum to challenge anti-immigration sentiment during the Euro 2024 football tournament.

With England as the bookie’s odds-on favourite to win at the start of the tournament, the Wonderhood work highlights the stellar contribution made to the England squad by players from migrant backgrounds. In fact, 15 out of the 26 man squad could have played for other countries, either because they were born outside the UK or because they have parents or grandparents of other nationalities.

This includes young talent such as Kobbie Mainoo, Jude Bellingham and Bukayo Saka, and more senior players including Kyle Walker, Declan Rice and Harry Kane. Yet, despite this, immigration remains a polarising issue in the UK, most recently during the General Election, and England players all too often still bear the brunt of racist abuse at major tournaments.

“The strategy was to get England fans talking more positively about migration, by asking them to consider what might have happened to the England team without it,” said Jack Croft and Stacey Bird, deputy executive creative directors from Wonderhood Studios. “from the announcement of the starting line up, to our incredible five penalty takers, you can’t deny that migration is a success story for our mostly loved (and sometimes loathed) National Sport.”

The Migration Museum stages award-winning exhibitions, events and campaigns, alongside a far-reaching learning programme, exploring how the movement of people to and from the UK across the centuries has shaped who we are today – as individuals, as communities, and as nations. Currently based in Lewisham, south London, it will be moving to a new permanent home in central London in 2027/8, alongside a network of venues across the UK and a digital storytelling hub.

Matthew Plowright, director of communications and engagement at the Migration Museum said, “Migration is often seen as a divisive issue, but in reality it’s a story that connects us all. As our campaign has shown, almost all of England’s men’s Euros squad have migrant heritage – whether born abroad themselves, or as the children or grandchildren of immigrants. And if you peel back the layers of any of the players’ family histories further, you will likely find migration stories. It’s time to put migration at the heart of our national story – and with tens of millions of us watching the Euros this summer, where better to start than with football.”