Andrea Siqueira
Executive Creative Director at BETC São Paulo
São Paulo, Brasil
TituloScoreboard For Change (Film Case)
Titulo (língua original)#PlacarPelaMudança
Campanha Scoreboard For Change
Anunciante Paulista Football Federation
Marca Paulista Football Federation and ONU Women
Data da primeira Transmissão/Publicação
Sector Empresarial Equipamentos desportivos, eventos desportivos
Filosofia The scoreboard at the final match of the 2019 Women’s Paulista Championship changed to reflect the gender wage gap Initiative by the Paulista Football Federation, in partnership with UN Women and advertising agency BETC São Paulo, points out that women earn 20% less than men According to the IBGE, women’s salaries are on average 20.5% lower than men’s. This fact was brought to the attention of thousands of spectators who watched the final match of the 2019 Women’s Paulista Championship, which was broadcast live this last Saturday, Nov. 16, on FPF TV, the official TV station of the Paulista Football Federation, organizer of the tournament. Corinthians defeated São Paulo by a score of 3-nil in the game held at Arena Corinthians, and became the new champion. The #PlacarPelaMudança (#ScoreboardForChange) action created by advertising agency BETC São Paulo for the Paulista Football Federation, with support from UN Women, used the scoreboard during the game to call attention to the wage gap, by subtracting 20% from the value of each goal scored: at different times, the score on the FPF TV broadcast showed 0.8 instead of 1, or 1.6 instead of 2, also affecting the final score of the big game. In order to explain to viewers that FPF TV was not showing an incorrect score, narrator Camilla Garcia, sportscasters Nathalia Ferrão and Juliana Santos, and reporters Mari Pereira and Marilia Galvão also took part in the action, by bringing up the subject and encouraging people to join the discussion on Facebook.
Tipo de Mídia Case Study
Chief Creative Officer
Director executivo criativo
Director criativo
Director criativo
Equipa criativa
Equipa criativa
Equipa criativa
Equipa criativa
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