Most of the fan-on-fan stadium violence is started by fans who act as hooligans, they tend to be members of organized fans associations and fanatically involved with everything related to their club. A group mostly composed by mid aged men who are crazy for football and their teams and that unfortunately get blinded by their emotions during the games. So how aware these people and help reduce the numbers of aggression occurrences in stadiums?

The idea came from a universal insight: no one wants to fight in front of a mother, especially your own.

The Sport Club Recife vs. Nautico was the ideal stage for us, a game with high rivalry standards, marked by violent previous encounters.

Our main objective was to spark a conversation around the fan-on-fan violence and the wide local and global media coverage show the power and success of the idea.

Another important result was the 0 incidents during the Sport vs Nautico match, a game that is normally violent, as police reports indicate that 18 incidents happened during their last encounter in 2014, in the same location.

The media team worked along with creative and producers to bring to life the idea before, during and after the match itself. The stadium was mapped out and a customer journey was prepared in order to identify contact opportunities to engage the audience. The presence of our Security Moms, for example, was highlighted on big screens before and during the game in a bid to make fans aware of their presence. As the moms themselves were treated by us as media, the team produced high visibility vest to dress them to maximize visibility.

Most of the fan-on-fan stadium violence is started by fans who act as hooligans, they tend to be members of organized fans associations and fanatically involved with everything related to their club. A group mostly composed by mid aged men who are crazy for football and their teams and that unfortunately get blinded by their emotions during the games. So how aware these people and help reduce the numbers of aggression occurrences in stadiums?

The idea came from a universal insight: no one wants to fight in front of a mother, especially your own.

The Sport Club Recife vs. Nautico was the ideal stage for us, a game with high rivalry standards, marked by violent previous encounters.