Sustainable Development Goals > People

THE BALL TO KICK OUT THE PREJUDICES

GARABATO MULLENLOWE, Asuncion / CONMEBOL / 2018

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Overview

Credits

Overview

BriefWithProjectedOutcomes

In South America, football or soccer, is considered to be a sport that only men should play. This prejudice drives women away from playing this sport. For decades, women have had to fight to have a place within this sport.

CampaignDescription

We intervened in the official footballs of the most important South American matches by printing prejudicial phrases that women had to overcome in order to play football. As the matches were played, these phrases began to disappear, showing everyone that sport overcomes all prejudices.

Execution

On International Women’s Day, we intervened in the footballs of all of the official international matches in the continent. The action was executed in 6 games, within 3 different matches, and was transmitted live through the main sports channels.

Outcome

Organizations, clubs, opinion leaders, journalists, and male and female players generated more than 100.000 comments, tweets and retweets, achieving more than 1 million impressions.

Without an advertising budget:

The action was transmitted live to more than 4 million spectators, reaching more than 10 million people indirectly.

The action tripled fan interaction on CONMEBOL’s social media accounts.

To this date, it helped increase the number of female players by 240%.

Two new South American Sub 16 and Sub 14 leagues were created.

Strategy

On March 8th, International Women’s Day, all of the games carried out within the most important matches in the continent were played with the intervened footballs. This ensured that the message get through to all spectators. In addition, this action addressed a hot social issue and generated great media repercussion empowering and encouraging women to come to the football fields.

Synopsis

CONMEBOL, South America’s supreme football regulating body, has set itself the objective to increase the number of female players.

The action sought to attract more women to this sport by showing how the prejudices that drive women away from football are erased the more it is played. By eliminating these prejudices from the collective thought of South Americans, we are setting an environment that is more conducive for women to play football.

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