Y&R BUENOS AIRES, Buenos Aires / CLUB ATLETICO SAN LORENZO DE ALMAGRO / 2016
In Buenos Aires, there’s a code among dealers. It involves hanging a pair of sneakers from the power or phone lines that crisscross the city’s neighborhoods in order to signal that you can get drugs at that location — especially paco, or cocaine paste, a form of cocaine residue that is even more harmful than pure cocaine. The idea was to take down this footwear and turn it into football cleats. We gave the sneakers to an artisanal shoemaker who made cleats out of parts of the sneakers that had been rescued. Afterwards, the cleats were given out to the kids who live in the slum by San Lorenzo’s professional football players, along with a membership to the club and a member number.
With the help of social workers of "Fundacion Lorenzo Massa" who work inside the slum, sneakers were taken down from the power lines and were given to an artisanal shoemaker who made football cleats out of them. Afterwards, San Lorenzo’s professional players passed them out to kids who live in the slum.
This event had a significant effect both inside and outside of the slum. Two hundred and thirty-four kids between the ages of eight and seventeen became members of the club. They are already playing football and making sports a part of their lives, which gives them a reason to stay away from drugs.