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The 6th Annual Awards
- Best Use of X
- Best Engagement for Good
- Best Social Media Campaign
ABOUT THIS ENTRY
In "The Nation in Football Boots", NGOs' visibility is almost nil. Since if you can't beat the system, hack it - it was time to join forces with those with a voice so the NGO could be heard.
How does this represent “Excellence in Engagement”?
Brands always do things on social media, posting and commenting and interacting. We did just the opposite, removing it from the web to appeal to people's emotions.
Objective
Draw attention to Mães da Sé, its cause, and the missing children.
Strategy & Execution
If all the lights are on football, partnering with a football club would surely be the best way to bring attention to the cause. So we promoted the partnership with Palmeiras, one of the top three Brazilian football clubs.
But having a colossal partner wouldn’t be enough. We needed something to impact the sports fans. And what would be more impactful than making their Twitter account vanish and halt the urge to engage on social media?
Their X account was removed the day after an important match (coincidentally a day before Children’s Day). People went crazy, mocking, wondering, and criticising. Then, on Children’s Day, we reactivated it with a powerful message: ”It’s not on our missing X account you should focus, but on the 250,000 missing children in our country.”
Organizations
- S.E. Palmeiras
- Mães da Sé
- End to End Group
Links
Credits
Alexandre Mota
Creative Director
End to End
Bruno Brum
Creative Director
End to End
Levy Oliveira
Motion Designer
End to End
Brenner Figueiredo
Motion Designer
End to End
Caio Nanderson
Designer
End to End
Jorge Rocha
Designer
End to End
Rodrigo Azevedo
Designer
End to End
Reginaldo Diniz
CEO
End to End
Arthur Mahmoud
Head of Business
End to End
Ana Clara Campos
Project Manager
End to End
Gabriel Oliveira
Planner
End to End
Cauê Issa
Planner
End to End
Alexandre Vasconcellos
Head of Sports Brands
End to End
Caio Martello
Designer
End to End
Mateus Teodoro
Designer
End to End
Victor Mello
Designer
End to End
Ivanise Santos
CEO
Mães da Sé
Charles Rodrigues
Marketing Director
Mães da Sé
Leila Pereira
CEO
S.E. Palmeiras
Everaldo Coelho
Marketing Director
S.E. Palmeiras
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
