Football is different from other sports. It is the most played, most watched and most talked about game in the world and appeals to all sections of society. Over the last 25 years, globalisation, pay-TV and the internet have dramatically broadened its reach. Football's growth shows no sign of slowing down. In the United States, football (soccer) has overtaken baseball and basketball as the most popular sport with youngsters. Over 200 countries, more than the membership of the United Nations, set out to qualify for this summer's World Cup in Brazil. When the tournament kicks off on June 12th, it will be the start of the most watched event in the history of our planet. Football stirs emotions and connects people across the globe. It binds communities and countries together and creates authentic moments in history. What is it about football that uniquely captures the imagination? And given its ever-growing popularity, is football still just a game or, given its sphere of influence, is it much more than that? "The football effect" celebrates football's power, its magnetic ability to bring people together and its role in society as a force for good.