---
title: Jersey ZERO | 7th Hashtag Sports Awards
description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment
image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/daLoAzbe-zgXi6mPeFk-file.jpeg
---

Jersey ZERO | 7th Hashtag Sports Awards

[The 7th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2025?hsLang=en)

# Jersey ZERO

[End to End](https://grupoendtoend.com.br/en/home-2/)

![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/daLoAzbe-zgXi6mPeFk-file.jpeg?width=1920&height=1080&name=daLoAzbe-zgXi6mPeFk-file.jpeg)

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ABOUT THIS ENTRY

The "Camisa Zero" campaign by Grêmio raised awareness about sexual harassment during Carnival, a period when incidents increase by 50% in Brazil. In a historic move, midfielder Villasanti wore the number 0 jersey in an official match, symbolizing the goal of zero harassment. The initiative gained massive media traction, generating +2,000 organic posts, a 1,000% increase in mentions, and support from 50+ influencers. With a simple yet powerful action, the campaign reached audiences across Latin America, reinforcing the message of safety and respect.

![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/daLoAzbe-zgXi6mPeFk-file.jpeg?width=1920&height=1080&name=daLoAzbe-zgXi6mPeFk-file.jpeg)

How does this represent "Excellence in Engagement"?

The "Camisa Zero" campaign exemplifies Excellence in Engagement by transforming a social issue into a powerful conversation through sports, reaching millions with a simple yet historic action.

A historic and symbolic gesture, having Villasanti wear the number 0 for the first time in South American football history, created an unforgettable visual representation of the goal: zero harassment.

The initiative sparked widespread organic public engagement, significantly increasing media mentions and generating extensive discussions.

Influencers and major media outlets across Latin America embraced and amplified the message, ensuring visibility beyond football fans.

With a seamless execution that required only a jersey modification and strategic content distribution, Grêmio turned a match moment into a movement, setting a new benchmark for engagement through purpose-driven sports marketing.

By aligning football, culture, and social impact, the campaign transcended the game, proving that true engagement happens when brands take a stand on meaningful issues.

Objective

The objective was to raise awareness about the alarming increase in sexual harassment cases during Carnival in Brazil, where incidents rise by 50%. The campaign aimed to educate men about the crime and encourage women to report it, with the expectation that official data in the following year would show a reduction in cases.

Strategy & Execution

Understanding that interest in sports remains high during Carnival, Grêmio leveraged this period to address the issue of sexual harassment in a bold and impactful way. The club executed a historic first in South American football by having midfielder Mathías Villasanti wear the number 0 jersey in an official match, symbolizing the goal of zero harassment.

The execution was simple yet powerful: the club modified Villasanti’s usual jersey by replacing his number with 0, making a strong statement just before kickoff. This action, combined with strategic video content and social media amplification, turned a single in-game moment into a continent-wide conversation, generating widespread media coverage and public engagement.

** Nominations **

- Best Engagement for Good

**Organizations**

- Grêmio Foot-Ball Porto Alegrense
- End to End Agency

**Credits**

**[ Bruno Brum](https://www.linkedin.com/in/obrunobrum/) **  
 CMO  
End to End

**[ Henrique Guidi](https://www.linkedin.com/in/henrique-guidi-983b8bab/) **  
 Director  
End to End

**[ Liana Coelho](https://www.linkedin.com/in/lianacoelho/) **  
 Project Leader  
End to End

**[ Ana Clara Campos](https://www.linkedin.com/in/ana-clara-campos-pereira/) **  
 Content Manager  
End to End

**[ Alexandre Mota](https://www.linkedin.com/in/alemota/) **  
 Creative Director  
End to End

**[ Rodrigo Azevedp](https://www.linkedin.com/in/digaoazevedo/) **  
 Creative Director  
End to End

**[ Emanuel Vargas](https://www.linkedin.com/in/emanuelvargas/) **  
 Community Manager  
End to End

**[ Emilia Sosa](https://www.linkedin.com/in/emilia-sosa/) **  
 Community Manager  
End to End

#### INSPIRED TO ENTER WORK?

Entries to the 9th Hashtag Sports Awards will open in October 2026.

Sign up below for announcements, case studies, podcasts, and the prestigious shortlist of nominations.

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