The FC Barcelona Foundation has launched today a new campaign entitled "We are what we respect", with the aim of fostering respect, tolerance and living-together, especially among young people, using examples derived from sports and football in particular.

The presentation of the project has counted with the presence of the President of FC Barcelona, Sandro Rosell, the first Vice President of the FC Barcelona Foundation, Ramon Pont, the Minister of Social Welfare and Family of the Generalitat de Catalunya, Josep Lluís Cleries, the Fourth Deputy Mayor and Councillor for Quality of Life, Equality and Sports, Maite Fandos, UEFA's head of Social Responsibility Patrick Gasser, Unescocat Director, Miquel Àngel Essomba, and Deputy Director General  of Obra Social La Caixa, Elisa Duran.

Over the next two months "We are what we respect" will be present in Camp Nou and Palau Blaugrana. As on other occasions, the Foundation will provide information about the campaign to the club members and supporters attending the games. The Foundation will also launch a campaign of visibility on the net. The main element of communication of the project is a clip starring Messi and Abidal. This piece shows the spirit of living-together that prevails in the first team, a group that considers tolerance and respect for others as essential values both in sports and in every day life. From December 27th to January 4th the Foundation will take this project the yearly Barcelona Children's Fair where educational activities and games related to the value of respect will be carried out.

The campaign also features other audiovisual documents available on the web www.somelquefem.cat. Among these, interviews with students and professionals of the FCB School; ten clips with tips for fostering respect and living-together starred by these young people; and a chat with Lilian Thuram, where the former blaugrana player explains the work of his foundation against racism and his own experience in relation to the values promoted by the campaign.

This project adds up to the work that the FBarcelona Foundation has been developing along the lines of UNESCO values, and that allowed the foundation to win the International Unescocat Prize 2010. It is remarkable that such a significant club endeavours to take the most of its capital and convert it in a value to become a reference point for their followers and for society at large, and contribute to building social cohesion.