The Brand: Portuguese FA (+ Other Portuguese Sports Associations)

The Campaign: Sexual Harassment in Sports - Awareness Campaign

Brand Challenge: Sexual Harassment is a real issue in the society and sports are not an exception. In the last months of 2022, a number of cases of harassment in sport came to light, with several players publicly reporting that they had been harassed by football coaches. This was the moment FPF had to make a big statement in the country regarding this issue. To do so, we teamed up with other sports associations (Volleyball, Basketball, Hockey and Handball) so we can reach a broader audience.

Strategic Approach: There’s no easy way to talk about Sexual Harassment. But the best way to do it is to touch a sore spot and show everyone practical examples of sexual harassment. People may often normalize certain harassment behaviours and we wanted everyone in football and in sports to feel comfortable and safe to report these situations to the sports associations.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Design: Ivo Gonçalves
Production: Garage Films