We are hours away from the final match of the 2022 FIFA World Cup in Qatar. It is the most expensive World Cup ever held, the first World Cup held in the Arab world and the first World Cup held in the Northern Hemisphere winter months. Moreover, Morocco became the first African team to reach a World Cup semifinal. Furthermore, the football championship in Qatar was marked by a number of scandals - financial malpractice, poorly organised fan zones, reports of bribery, restrictions and human rights violations. “Once again the world is watching to see how the game will end. Even so the emotions are different this time. It is about time we ask “Is that right FIFA?”, GLAS Foundation wrote.

Through their initiative, GLAS Foundation and the creative agency proof. are drawing attention to issues related to the protection of human rights, the treatment of migrants workers building the stadiums hosting the 2022 FIFA World Cup, etc. "The campaign is not just aimed at the LGBT community, but at human rights in general. This World Cup was organized at the expense of thousands of human lives and our goal is to provoke a public reaction with regard to the rights that are being trampled," Simeon Vassilev from the GLAS Foundation said for the BNR. "The World Cup will be over soon, but problems will remain. We should keep Qatar and FIFA accountable", Simeon Vassilev noted. The campaign "Is that right, FIFA?" urges people to spread the "right posts" on Instagram and Facebook and share it with the world tagging @FIFA".