#MoveForEquality
Breaking a rule in chess to change behavior in life.
No matter how much the world has changed, skin colour and origin still determine the opportunities one has in life. To send a strong message in the ongoing struggle for equality, we used an unexpected weapon: the chessboard. Because every chess game starts with an advantage of white – as white always goes first.
On March 21, 2019, the International Day Against Racism, chess legends Magnus Carlsen and Anish Giri broke this very rule in a symbolic game and started the game with the #MoveForEquality. In this way, they used the ultimate mental sport to make an important thought-provoking statement.
WATCH THE CASE FILM
Key Results
Great Work,
Works Great
> 500K
8.8M
31M
211
Views Within a Week
Earned Media
People Impacted
International Media Reports
Making the move on an important day.
On March 21, 2019, the International Day Against Racism, chess legends Magnus Carlsen and Anish Giri broke this very rule in a symbolic game shared on their social channels and started #MoveForEquality.
Changing a 141 year old rule.
On PlayMagnus, one of the biggest chess apps, users around the world could move first with black which, was not possible since a rule change back in 1880.
A Place in History.
A few weeks after the event, the Max Euwe Chess Museum in Amsterdam – the biggest in Europe – requested the very same pawn that moved first to be a part of the permanent collection.
From opening move to movement.
A 12-hour Twitch live stream featured other professional players doing the same thing. Inspired by the message and engaged by the subject, more and more people on Facebook, Twitter, Instagram, and international media shared our message.
