The Brand: Portuguese FA - Institutional

The Campaign: Integrity Awareness Contents

Brand Challenge: During the season, many meetings and conferences are held with audiences to raise awareness of the dangers that affect the integrity of football. With the increase in betting companies in Portugal, it is increasingly important to raise awareness of the risks of this business, namely to avoid engaging in match-fixing behaviour.

Strategic Approach: Teenagers (from 15 years old) are the main age group that needs to be alerted to this problem and it was important to develop content to pass the message on in the most relevant and interesting way. How to do this? Using one of the main types of content that this generation consumes - Comics. In order to do so, we contacted a Portuguese illustrator with experience in Marvel comics to develop a short story that could communicate Match-Fixing in a way never explored before.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Integrity and Compliance Director: Rute Soares

Production: Ațe ao Fim do Mundo