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06th Jun 2018

Mastercard scrap ‘goals-for-meals’ World Cup campaign after backlash

The campaign was criticised as a "PR stunt" by critics

Wayne Farry

The company faced enormous backlash for the initiative

Mastercard has officially scrapped its World Cup campaign which would have seen the company donate a meal to 10,000 children for each goal scored by Lionel Messi or Neymar.

The campaign, which was launched in conjunction with the World Food Programme – the food-assistance branch of the United Nations – was criticised from the outset with critics describing it as an online stunt.

“We don’t want fans, players or anyone to lose focus on the critical issue of hunger and our efforts to raise support for this cause,” Mastercard told The Associated Press. “Based on the feedback, we are adjusting this campaign to replace the 10,000 meals donation per goal by Messi and Neymar Jr. with a contribution of one million meals in 2018. This is in addition to 400K meals we have already donated as part of the campaign.”

Rather than continue with the misguided campaign, Mastercard have decided instead to donate 1 million meals to hungry children around the world before the end of the year as part of their “global commitment” towards “in reversing the cycle of poverty globally”.