SL Benfica and Rio Ave FC both took to the pitch with just nine players each to draw attention to the ‘2 Out Of The Game’ prostate cancer initiative for the Portuguese League Against Cancer, Liga de Portugal and the Football Foundation, to draw attention to the risks of prostate cancer.
The integrated campaign, created in harness with Lola Normajean agency, launched at the start of a November match between SL Benfica X Rio Ave FC when both teams took to the pitch with two players missing.
The message for this health, public interest initiative from the NGOs was simple: two out of 11 men are diagnosed with prostate cancer and their absence matters in any team, group or family.
The initiative aimed to promote the fact that prostate cancer is the most frequent cancer affecting Portugese men.
The soccer space was chosen because football is a big part of Portuguese culture: especially male culture and team issues such as who’s picked, who’s injured and who’s sent off are followed with interest and passion.
So when Benfica and Rio Ave took to the field with only nine players each it attracted attention and generated plenty of media coverage.
After this open match where the initiative launched, the activation continued at every game in match week 10 in both Liga NOS and Liga PR.
“We found an opportunity in football where most of the audience is masculine to show them that absences matter in any team,” commented Lola Normajean creative director Serginho.
The campaign was created by a team at agency Lola Normajean which included Executive Creative Director Sergio Lobo, Creative Director Caio Leska, Copywriters André Peixoto, Fabio Loureiro and Patricia Mariano, Art Directors André Dias, Arthur Porto and Pedro Martoli, Producer Sandra Augusto, Chief Executive Officer Rodrigo Silva Gomes, Account Director Vanessa Henriques and Strategists Ana Pinhal and Raquel Lima.
The production team was FIM.
Comment:
There’s no shortage of this kind of on-pitch, good cause soccer sunts and a lot of these can leave the audience cold or, worse still, bored.
But this one is powerful and intriguing and simple to see why many supporters sat up and took notice.
Great work!
Links:
Liga de Portugal
https://www.youtube.com/user/ligapfp
https://www.facebook.com/ligaportugal
https://www.instagram.com/ligaportugal/
https://twitter.com/ligaportugal
Portuguese League Against Cancer
https://www.uicc.org/membership/liga-portuguesa-contra-o-cancro
https://www.instagram.com/globalcancer/
https://www.facebook.com/uicc.org
https://www.linkedin.com/company/uicc/
SL Benfica
Rio Ave FC
Lola Normajean
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