Photo 1/2: We noticed, throughout social media, gamers would constantly say "fix the game". It became a common saying for EA Sports FIFA gamers specifically.

Photo 3: We decided to use that phrasing and turn it on its head. Using it to fix racism in the game. We started within the FIFA video game itself by creating a series of 5 integrations with the users.

Photo 4: 1) The ability to rate your opponent post match with our “Sportsmanship Score” addition. The average rating of the user will be attached to their profile so if they have a low score, less people will choose them as an opponent and vice versa.

Photo 5: 2) We created a pledge that people sign when they login - another way to show others you are committed to racial equality within the video game and football.

Photo 6: 3) Being able to place your profile avatar, after signing the pledge, on a universal soccer ball so you feel apart of a movement.

Photo 7: 4) Part of the #FixtheGame promotional material and encouraging more people to sign the pledge EA Sports FIFA will give gamers who participate a custom special edition Kit.

Photo 8: 5) Along with the #FixtheGame Kit they would also receive a custom special edition FUT Hero Item. FUT Hero Items are very sought after in the game so this will get people talking.

Photo 9: To take it out of the game - we bring #FixtheGame to social media, where the phrase started, but this time with an entirely new meaning. Each IG story icon is also a link that takes you to the EA Sports FIFA pledge that was presented earlier.

Photo 10: With a hashtag and iconography, the #FixtheGame campaign can be used amongst all social media platforms.