Mauricio Alfaro
CEO at Garabato MullenLowe, Asunción
Asunción, Paraguai
Anunciante N/A
Data da primeira Transmissão/Publicação
História In South America, football, or soccer, is considered to be a sport that only men should play. This prejudice drives women away from playing this sport. For decades, women have had to fight to have a place within this sport.
CONMEBOL, South America’s supreme football regulating body, has set itself the objective to increase the number of female players.

The action sought to attract more women to this sport by showing how the prejudices that drive women away from football are erased the more it is played. By eliminating these prejudices from the collective thought of South Americans, we are setting an environment that is more conducive for women to play football.

We intervened in the official footballs of the most important South American matches by printing prejudicial phrases that women had to overcome in order to play football. As the matches were played, these phrases began to disappear, showing everyone that sport overcomes all prejudices.

On March 8th, International Women’s Day, all of the games carried out within the most important matches in the continent were played with the intervened footballs. This ensured that the message get through to all spectators. In addition, this action addressed a hot social issue and generated great media repercussion empowering and encouraging women to come to the football fields.

Organizations, clubs, opinion leaders, journalists, and male and female players generated more than 100.000 comments, tweets and retweets, achieving more than 1 million impressions.

Tipo de Mídia Ambient
Account General Director

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