Fight Racism with The Final Game on International Day for Elimination of Racial Discrimination

21stMarch marks a special day proclaimed by the General Assembly: International Day for the Elimination of Racial Discrimination. Events will take place around the world such as movie screenings, academic panels and debates which will focus on the theme for 2015 – learning from historical tragedies to combat racial discrimination today.

Ahead of the day which is recognised globally, FMS Media have teamed up with Artists for Peace and a bunch of celebrities in their own attempt to fight racism with music and arts. The Final Game is the first in a series of Stop Racism campaign music videos and highlights the growing problem of racism, especially in sport.

This year marks the 50th anniversary of the International Convention on the Elimination of All Forms of Racial Discrimination. The Secretary-General Ban Ki-moon says in his message:

“The International Day for the Elimination of Racial Discrimination is an opportunity to renew our commitment to building a world of justice and equality where xenophobia and bigotry do not exist.  We must learn the lessons of history and acknowledge the profound damage caused by racial discrimination.  That means carefully preserving the memory of historical wrongs so we may use our knowledge to eradicate prejudice and teach tolerance, non-discrimination and respect for diversity everywhere and for all.”

FMS Media have attempted to get this anti-racism message to appeal to as many people as possible by taking a creative and comical approach and creating a funny music video for people to share online. Set to go viral, The Final Game features celebrity funny man Ken Davitian known for parts in blockbusters Borat and Meet The Spartans.

Aram Sargsyan, Co-Founder of France-based FMS Media said, “In the run up to the International Day for Elimination of Racial Discrimination, and especially on 21stMarch 2015, we really want to make a difference and raise awareness of the racial hatred many people face daily. All you have to do to stand up against racism is to share this video on YouTube to join the campaign.”

The video recreates the racial abuse received by footballer Dani Alves during a live match last year. A member of the crowd threw a banana onto the pitch at him, and the Brazilian footballing star made headlines when he decided to eat it.

The Final Game features vocals from a collective of artists with many different nationalities to showcase diversity, such as Devon T, Rina Cervantes, OP1 and Kantana. At the end of the song, singers and celebrities associated with Artists for Peace give their messages of anti-racism, tolerance and peace. Stevie Wonder, Chaka Khan and Inamiyé Daniel Dalila are just some of the well-known individuals who appear in The Final Game video.

Aram Sargsyan added, “We are aiming to teach tolerance and respect and eradicate racism. Help support the campaign by watching and sharing The Final Game on 21st March.”

To watch The Final Game on YouTube, visit:  



To find out more about FMS Media, click here:

To find out more about Artists for Peace, click here:


Dakota Digital for FMS Media

Contact: Jade Cayton


Tel UK: 01623 428996

Tel US: 917-720-3025 


FMS Media is a creative agency providing marketing and consultancy services to international businesses. In 2012, after the death of the founder of Artists for Peace FMS Media took over the heritage of the brand. They have created The Final Game music video in partnership with Artists for Peace and aim to create a series of videos in its stop racism campaign.