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Blind Passion

basics
Industry: Culture, Recreation & Sport
Media:Cyber
Market:Brazil
Style: Minimalism
descriptioncnen
Synopsis
Flamengo is a Brazilian football club with more than 40 million fans. It's It is recognized for being a team of the people. A team that has fans from all social classes, ethnicities, genres etc. Visually impaired. In Brazil, they are about 6.5 million. They are normal people like everyone else. And, like everyone else, they also like football. But while there is no clear prejudice against the blind, they are often forgotten. In football it is no different. In Brazil, a law guarantees free access to the games for the blind. For them and for their companion. However, they can't always rely on friends or family to escort them. Which makes the law useless. For Flamengo, that means less fans in the stadium. For the blind it means they can't cheer for their team. It's being unable to live their life to the full.
Strategy
We created a digital data platform (desktop and mobile) that was designed to be totally accessible to the visually impaired using native APIs from each device. That means the blind can hear all the site's contents and interact with them. Then, we launched an emotional video in Flamengo's social medias to call people to sign up. Obviously, there were 2 videos. One for the general fans and another one based on audiodescription for the blind. After gathering their data we set them up for each following game. For each game we've published posts to alert the visually impaired and the non disabled to get ready for the next match. The posts for the blind always started with a specific line that helps the visually impaired to indentify that those specific posts are for them: "para cego ler", which translates as "reading for the blind".
Relevancy
Soccer is passionate sport. In Brazil is just like religion. But unlike religion, soccer is all about the show. The entertainment. Brazilians love soccer. Flamengo is a Brazilian football club with more than 40 million fans. It's It is recognized for being a team of the people. A team that has fans from all social classes, ethnicities, genres etc. Visually impaired. In Brazil, they are about 6.5 million. Like everyone else, they also like football. They have a disability but that doesn't mean they shouldn't be able to enjoy their life as much as everyone.
Outcome
More than 700 blind people signed up last year. Over 8000 non-disabled joined to escort them. US$5M of earned media. Featured on over 2 hours of TV broadcast. While there was always a law to provide free pass for the blind and a companion, it was through technology and data that they were fully able to enjoy it. For Flamengo it means having more fans at the matches and reaffirming itself as a team of the people. It’s a ongoing project that harness the core values and culture of the brand. Like a rival fan said “It’s more than football”, so we’ll now expand and be open for blind fans from other teams.
Execution
First, we created a digital platform that was designed to be totally accessible to the visually impaired using native APIs from each device. That means the blind can hear all the site's contents and interact with them. Then, we launched an emotional video in Flamengo's social medias to call people to sign up. Obviously, there were 2 videos. One for the general fans and another one based on audiodescription for the blind. After gathering their data we matched people who live close to each other and set them up for the next game. Due to security reasons we are allowed to bring only 20 visually impaired per game. And during the matches there's a Flamengo representative available to assist the blind in case of any trouble.
CampaignDescription
We created a digital data platform (desktop and mobile) to connect the visually impaired and non-disabled Flamengo fans who might be interested in aiding them. The platform was designed to be totally accessible to the visually impaired using native APIs from each device. With their data we matched people who live close to each other and set them up for the next game.
credit
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awards
Cannes Lions International Festival of Creativity 2019
Silver Entertainment Lions for Sport
Diversity & Inclusion in Sport
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Sports for Good
The One Show 2018
Merit Public Relations
Community Building
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