Cannes Lions

Security Moms

OGILVY BRASIL, Sao Paulo / SPORT CLUB RECIFE / 2016

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Violence in football stadiums is growing, year after year, directly affecting spectator attendance and potential revenue for clubs. Sport Club do Recife wanted to spark a bigger conversation around this endemic problem that, only last year, caused 19 deaths and 132 injuries around Brazil.

In analyzing previous initiatives done to reduce stadium violence, we realized that all of them addressed the topic in a distant, non-emotional way. Paradoxically, we found out that although the number of security guards in violent matches increased, their presence was perceived as hostile and did not manage to calm down agitators. And it was precisely in this point that our idea had to be different. Rather than creating a traditional campaign, we knew we needed to adopt an emotional approach, subverting organized fans’ vision of authority within the stadium.

Based on the universal insight that no one likes to fight in front of a mother, especially if it is your own, "Security Moms" came to life. The idea of involving mothers of the organized fans of Sport Club Recife, bringing them into the stadium as the security team for a violent “classic” game, created the strong emotional element we needed, to inhibit any violent outburst. A simple approach, but more efficient than any campaign ever made to tackle the issue of fan violence in Brazilian football stadiums.

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