To end the problem of violence and aggression from parents in youth football, Samsung launched Rule18, a new rule that adds to the 17 that already exist.The first rule that is not for the pitch but for the stands The referee may stop the match if he witnesses any inappropriate behavior from any spectator. He has the right to send that person off and eject them from the stands, continuing the game only when the bad behavior has stopped. On the fifth R18 card, each team loses points. ??This way, we give a tool to the referees to protect children and the sport and we make parents aware that this type of behavior is unacceptable in this context nor any other.?

A tool that protects the children and transmits positive values in sport, implemented in youth tournaments and with repercussions in Spain and Europe. Registrations increased this year by 300%.

To implement this initiative and end violence in the stands we did the following:

• Opened a change.org to get this initiative to reach the Spanish Football Federation. ?- A press conference was held to present the campaign in which we contacted sports media, associations and influencers who supported us and shared our initiative.

The campaign achieved great repercussion during the first few days after its launch. Hundreds of Spanish and Latin American media outlets reported on the initiative and social media was filled with comments talking about cases of this type and supporting Rule 18.?First division team, S.D.Leganés, joined Samsung to promote Rule 18 and went onto the field in a first division match broadcast on national television along with children to share the campaign message #ceroviolenciaenlagrada on shirts and banners.

The rule made it to an international youth tournament, where Spain’s main teams participated as Real Madrid, FC Barcelona, Atlético .and other youth teams like Oporto, Dubai, Arrecife de Brasil. All that impact was reflected in the number of children and teams registered this year in the Samsung Cup, which had increased by 300% on the previous year.

More than 500 adults and 400 children in the first two weeks.

Más de 500 personas y 400 niños en las primeras dos semanas.

630.000 € Ad value