Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
Introducing the 'Seguranca Mae' Club do Recife Campaign
Passion for futbol is arguably no more prominent than in Brazil, but unfortunately sometimes the passion can turn ugly and violence amongst fans is an issue that plagues the sport all over the world.
With an important derby match coming up, Ogilvy Brazil came up with a unique creative solution to discourage fan violence – employing fans’ mothers as stewards for the game.
Working with Sport Club do Recife, the agency trained 30 mothers for the big game against rivals Nautico and had them patrolling the pitch, complete with hi-vis jackets with the words ‘Seguranca Mae’ (Security Mums) emblazoned.
The Security Mums were shown on screens before and during the game to make fans aware of their presence and remarkably, far from being a mere PR stunt, the club has announced there were zero arrests following the game.
As Aricio Fortes, vice-president of Ogilvy, explained, “Nobody wants to fight in front of a mother, especially his own.”
Channelling fan passion into good causes is nothing new in Brazil. In 2013, Ogilvy collaborated with Sport for the Immortal Fans project, creating the first organ donor card on behalf of a football club, solving one of the bigger barriers to donation in Brazil – family authorisation.
Meanwhile, Leo Burnett Tailor Made earned three awards including a D&AD Yellow Pencil for its work with Esporte Clube Vitória in encouraging signups for blood donation in the area.
Working in the knowledge that people are primarily motivated to donate when someone they care about is in need, they removed the red from Esporte Clube Vitória’s jersey and vowed only to return the colour once donation targets had been met. Naturally, it took just 11 matches for the goal to be reached and donations increased by 46%.
With clubs in Brazil working with creative agencies to further social causes to great effects, it provides great impetus for fellow clubs around the world to follow suit and channel their fans' passion into something positive.
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.