Concern Worldwide: Sports for Peace
Services:
- Storytelling
For Concern, an international relief organization based in Dublin, we crafted a story that helped donors understand the stakes of peacebuilding in Somalia. Sports for Peace followed a professoinal soccer team supported by Concern—athletes from rival clans traveling across a war-torn country, armed with nothing but soccer balls and a vision for unity. No guards. No guns. Just the game.
Our storytelling helped turn this unlikely journey into a compelling case for support, generating visibility and significant funding for the Elman FC peace program.
Read more about that historic Peace Tour here: SPORTS FOR PEACE
Why it Matters for Clients
Whether it’s a short film set in Nebraska or a soccer tour through Mogadishu, the common thread is this: people engage with stories that make them feel. At Against the Grain Communications, we help not-for-profits move beyond stats and mission statements—crafting content that captures attention, builds trust, and inspires giving.
When your message connects with both the head and the heart, it moves people to act.
PS: In 2020 we tracked down the team to see where they were. Many had fled the country due to the ongoing civil war. Some were in Sweden, others in Europe, their star midfielder, Awale was in Nebraska. Due to logistics, funding, and continued troubles in Somalia, we pivoted into what has become THE NEBRASKANS. Currently in production, its the story of Awale and his family, now living in Grand Island, Nebraska, in pursuit of the American dream.