The Unnoticed Sponsorship

ABOUT THIS ENTRY

The Unnoticed Sponsorship turned an invisible health risk into a national awareness movement.

In partnership with Instituto Melanoma Brasil, the campaign addressed melanoma, responsible for 75% of skin cancer deaths in Brazil, despite having up to a 93% survival rate when detected early.

Using Botafogo’s official jersey as the medium, a small spot appeared and gradually grew over 12 matches, reflecting the silent progression of the disease.

The subtle activation generated curiosity and engagement until a final reveal transformed the narrative into a clear message about early diagnosis.

With no paid media, the campaign reached millions and drove a 25% increase in Google searches for “melanoma,” demonstrating real impact on public awareness and behavior.

How does this represent "Excellence in Engagement"?

This campaign represents excellence in engagement for good by transforming awareness into action.

Instead of relying on traditional health communication, the campaign embedded its message into football culture, reaching audiences in an organic and emotionally engaging way.

The progressive narrative captured attention and sustained engagement over time, encouraging people to actively participate, question, and share.

The final reveal converted this engagement into meaningful awareness, as demonstrated by the increase in searches and information-seeking behavior.

By combining cultural relevance, simplicity, and a strong social purpose, the campaign not only generated conversation but also influenced behavior, contributing to greater public awareness of melanoma and the importance of early diagnosis.

Objective

The objective was to raise awareness about melanoma and encourage early diagnosis by making an invisible and often overlooked disease visible to the general public.

Despite its high mortality rate, melanoma is highly treatable when detected early. However, lack of awareness and delayed diagnosis remain major challenges.

The campaign aimed to educate, engage, and mobilize people at scale, using a culturally relevant platform to increase understanding and prompt action.

Ultimately, the goal was to transform awareness into behavioral change, encouraging people to seek information, recognize early signs, and prioritize early diagnosis.

Strategy & Execution

The strategy was to translate a complex health issue into a simple and impactful narrative.

By using Botafogo’s jersey as a storytelling platform, the campaign visually represented the silent progression of melanoma through a growing spot, evolving from 4mm to 6mm over two months.

The absence of explanation allowed the audience to notice and question the change, generating organic engagement across matches, broadcasts, and social media.

The campaign expanded across the club’s owned channels, including social media, Botafogo TV, player announcements, stores, and press coverage, creating a cohesive ecosystem of visibility.

The final reveal, delivered in a press conference, clarified the purpose and transformed accumulated attention into a clear call for awareness and early diagnosis.

Organizations

• End to End (lead agency)

• Arena 23 (creative partner)
• Instituto Melanoma Brasil (client and medical authority)
• and Botafogo de Futebol e Regatas (club and primary media platform).

Links

•   Website

Credits

Alexandre Mota
Creative
End To End

Bruno Brum
Strategy
End To End

Davi Costa
Creative
End To End

Levy Oliveira
Creative
End To End

Ney Ferreira
Account Management
End To End

Rodrigo Azevedo
Creative
End To End

Wagner Ponce
Creative
End To End

Becca Purice
Production
Area 23

Chinkara Singh
Production
Area 23

Connor Reilly
Creative
Area 23

David Adler
Production
Area 23

Fernando Riveros Butorvic
Creative
Area 23

Jason Graff
Creative
Area 23

Jesse Young
Creative
Area 23

Larry Kirschner
Creative
Area 23

Tim Hawkey
Creative
Area 23

Victor Toyofuku
Creative
Area 23

Viton Araujo
Creative
Area 23

Diego Torgo
Creative
Area 23

Hubert Padowski
Production
Ars Thanea

Lukasz Szyszka
Production
Ars Thanea

Maciej Mizer
Ars Thanea
Production

Magdalena Burzykowska
Production
Ars Thanea

Marcin Gibowski
Production
Ars Thanea

Peter Jaworowski
Creative
Ars Thanea

Jayme Monsanto
Production
Sonido

Jimmy Gressler
Production
Sonido

Lucas Duque
Creative
Sonido

Vava Mayrink
Account Management
Sonido

Jakub Grobelny
Production
Ars Thanea