Security Moms is essentially an activation idea, an event that took place during a symbolic match between Sport Club Recife and Nautico, two rival football clubs from the northeast region of Brazil. A match that unfortunately has a track record of fan-on-fan violence. The immediate effect of bringing in more than 30 mothers of organized fans to act as security guards was effective: 0 incidents were registered during the match.

Our challenge was huge: how to change the behaviour of violent professional fans during a soccer match? What would make them think twice before starting a fight? How to really prompt change?

The underlying objective was to spark a bigger conversation around the endemic problem of violence in the stadiums. To this, the idea was planned as an activation that would potentially raise PR beyond the match itself.

The activation sparked a conversation around the fan-on-fan violence, having had local and global media coverage, showing the power of this simple idea.

Another immediate and emblematic result was the 0 incidents reported during the Sport Club Recife vs Nautico match, that is normally a violent one, as police reports indicate that 18 incidents happened during their last encounter in 2014 and 10 incidents in 2013, both in the exact same Arena. And just for the records, Sport won the match by 1-0.

During a one month process up to a Sport Club Recife versus Nautico match, we identified, selected and trained mothers to act as security guards. The mothers got the same training as all security officials and volunteers working at the game, one of the biggest derbies in Recife. As part of the activation, their presence was highlighted on big screens before and during the game in a bid to make fans aware of their presence. During the match, they worked patrolling the pitch perimeter dressed in high visibility vests bearing the words "Segurança Mae," or "Security Moms" in Portuguese.