|Titre||Scoreboard For Change (Film Case)|
|Titre (langue originale)||#PlacarPelaMudança|
|Agence||BETC São Paulo|
|Campagne||Scoreboard For Change|
|Annonceur||Paulista Football Federation|
|Marque||Paulista Football Federation and ONU Women|
|Date de première diffusion/publication|
|Secteur d'activité||Equipes sportives, Evènements sportifs|
|Philosophie||The scoreboard at the final match of the 2019 Women’s Paulista Championship changed to reflect the gender wage gap Initiative by the Paulista Football Federation, in partnership with UN Women and advertising agency BETC São Paulo, points out that women earn 20% less than men According to the IBGE, women’s salaries are on average 20.5% lower than men’s. This fact was brought to the attention of thousands of spectators who watched the final match of the 2019 Women’s Paulista Championship, which was broadcast live this last Saturday, Nov. 16, on FPF TV, the official TV station of the Paulista Football Federation, organizer of the tournament. Corinthians defeated São Paulo by a score of 3-nil in the game held at Arena Corinthians, and became the new champion. The #PlacarPelaMudança (#ScoreboardForChange) action created by advertising agency BETC São Paulo for the Paulista Football Federation, with support from UN Women, used the scoreboard during the game to call attention to the wage gap, by subtracting 20% from the value of each goal scored: at different times, the score on the FPF TV broadcast showed 0.8 instead of 1, or 1.6 instead of 2, also affecting the final score of the big game. In order to explain to viewers that FPF TV was not showing an incorrect score, narrator Camilla Garcia, sportscasters Nathalia Ferrão and Juliana Santos, and reporters Mari Pereira and Marilia Galvão also took part in the action, by bringing up the subject and encouraging people to join the discussion on Facebook.|
|Type de média||Etude de cas|
|Responsable de la création||Erh Ray|
|Directeur de la création||Andrea Siqueira|
|Directeur de création||Gabriel Sotero|
|Directeur de création||Murilo Mello|
|Equipe créative||Camila Alves|
|Equipe créative||Diego Canhisares|
|Equipe créative||James Döring|
|Equipe créative||Milena Cabra|
|Brands & Businesses||Giovana Degen|
I am a marketing leader with 20+ years experience helping Fortune...
I’ve been in media for about 30 years. First half of it was very...
Leo Copet was born in Reims. He started his music career in 2006...
Highly skilled creative with a career split equally between j...
Randy Hughes joined Carmichael Lynch as a senior art director in...
At W+K London, Tait will partner with ECD Tony Davidson to lead c...