When football player Jimmy Durmaz was subject to a wave of racial hatred and threats on his Instagram after Sweden's loss to Germany in the 2018 FIFA World Cup,
With only minutes left in the match, Durmaz tackled the Toni Kroos, which gave Germany a free kick that led to a loss for Sweden. Durmaz, a Swede of Assyrian decent, immediately received verbal abuse and threats against him and his family on Instagram.
The comments caused an uproar. Support and love for Durmaz poured in from thousands of fans. On social media, the hashtag #backadurmaz ("Support Durmaz") went viral together with #viärsverige ("We are Sweden"), the hashtag of the Swedish national football team.
“We saw all the support and love Durmaz received after the abuse, and we decided to do something. Since so many people got engaged and spread #backadurmaz throughout social media, maybe all those people would also join us in a manifestation for Durmaz,” Aziz said.
Aziz contacted the police and got approval to arrange a manifestation. He started to contact everybody he knew with connection to Durmaz, including some famous Swedish artists and politicians.
In preparation of the FIFA World Cup
Of course. Without a doubt. The manifestation shares the same values as
“We supported the movement in two ways. At the manifestation, we sampled Coke cans with the Durmaz portrait. In parallel, we valorized our already existing football campaign and exchanged 'zero sugar' with 'zero racism' and published it through our social media channels. The response has been overwhelmingly positive," says Frida Keane, director of public affairs and communications,
Ultimately, thousands of people came together in an anti-racist manifestation to show support for Durmaz. “We are so happy that
More on Journey
- Recycle and Give: Coke Piloting Kiosks That Reward Recycling With Charitable Donations
Coca-ColaItaly Supports Milan Pride
Coca-ColaJourney Stories to Revisit This Summer
- Watch South Korea’s Professional Freestyle Soccer Player 'Dribble Around' Russia and See How Fans are getting #Ready to Celebrate
Coca-Colais Providing Even Greater Product and Ingredient Transparency