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Case Studies

Client

Corner Magazine

Office

MullenLowe Brasil

Project

#AskFor24

Category

Campaign Content

Client Challenge

In a popular but illegal Brazilian gambling game, called “Jogo do Bicho” (The Animal Game), numbers represent different animals, and #24 is a deer. In Brazilian national culture, the deer has long been associated with homosexuality, and to this stigma caused #24 jerseys to be ignored by players and clubs in national football competitions. Corner Magazine, a local, independent football publication tapped us to help them take a stand and break this ugly historical taboo.

How does a campaign challenge the cultural norm through the long-standing popularity of national football clubs in Brazil?

media Moves creative Moves media

To encourage removing prejudices by seeing more #24 jerseys on the field, we partnered with Corner Magazine to launch the hashtag #AskFor24 alongside Mauro Beting. There was only one way to make the “country of football” reflect on a historical homophobic stigma, which was to prompt a great national debate. We released a public manifesto to address Brazilian sports media, influencers, fans, clubs and of course, football players, asking them to support the movement by wearing a jersey with the #24 on it.

It became “a movement that unveiled a cultural homophobia” in a country with terrifying numbers of violence and prejudice against gay men.

Content
that
Moves.

$

10.8

mm

Broadcasted debates against
homophobia

45

M

Organic impressions

20

+

Clubs have since registered #24 in national competitions

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