The “Bora Falar Delas” campaign aims to question why women’s football still receives so little recognition.
Amaro announced the launch of the “Bora Falar Delas” campaign, which aims to question why women’s football still receives so little recognition, even when women have made incredible achievements in the sport.
Despite the proximity of the start of the 2023 Women’s World Cup, a survey carried out on the brand’s official profile on Instagram showed that 71% of responding users do not know when the championship will take place and 82% do not know where it will be hosted. Furthermore, the survey showed that 71% of people followed the Men’s Cup last year, but only 43% will follow Brazil’s games in the Women’s Cup.
Based on the results, the brand turned to ChatGPT to see what the technology had to say about women’s football. The campaign film shows a real interaction with the artificial intelligence.
https://www.youtube.com/watch?v=UcauqxSJmAs
When asked “Who played more official matches for the Brazilian football team?”, the answer given by OpenAI was former right-back Cafu, with 142 games. However, the omitted information is that Formiga is the athlete, both men and women, who played the most for the national team, with 234 official matches.
When asked about Who scored more goals for the Brazilian football team?, Chat GPT replies that it was Pele, with a total of 77 goals but, once again, artificial intelligence disregarded women’s football and failed to inform that Marta already scored 119 goals in official matches for the Brazilian national team, 17 of them in World Cups, becoming the highest number between men and women.
Faced with several other questions, such as “who has won the FIFA best in the world award the most times” or “who has participated in the most World Cups”, women’s achievements continued to be ignored.
“This artificial intelligence tool is a knowledge base that feeds on information collected from the internet. If she is not bringing up women’s achievements in her responses, it means that we are not talking about them enough. We want women’s football to be celebrated and recognized. , explained Natalia Fujii, creative lead at Amaro.
In addition to the campaign video, Amaro will also produce a series of content during the month of July on its Instagram to share the records and historical achievements of the women’s team, in addition to broadcasting the Women’s Cup games in the office. The tournament will start on July 20th and will be hosted in Australia and New Zealand.
“We are a brand committed to the future of women, and female empowerment is one of our main fronts. In our team, we have 68% of leadership positions occupied by women. We want women’s achievements to be recognized both in the world of Artificial Intelligence, as in real life, so that girls grow up knowing that they can be whatever they want to be”, concludes Denise Door, VP of Marketing at Amaro.
