Campaign includes film, created by WMcCann, as well as actions on social networks and outdoor media
Mastercard launched a campaign with the silver medal player at the Paris Olympics, two-time Brazilian champion, state champion, Bola de Prata 2024 and women’s Conmebol Libertadores champion Duda Sampaio, warning of the fact that the recognition and visibility given to women is lower than than that attributed to male players.
The film, created by WMcCann, shows the player in a sporting goods store for more than five hours without being recognized. “It was a feeling that, despite being strange, we are already used to, right? It has happened other times, you keep thinking that some people will recognize you, but sometimes it doesn’t happen. There are places and situations that people recognize, they ask for take a photo, but I’m sure there’s this big difference for men’s football. I’m sure that if I were a man, playing for Corinthians, achieving what I achieved, I wouldn’t spend so much time in a store without this recognition”, says Duda Sampaio , athlete for the Brazilian national team and Corinthians.
“For over 25 years, Mastercard has been dedicated to promoting the advancement of women in sports, especially football. Our focus is to recognize athletes and increase the visibility of women’s football, contributing not only to gender equity in competitions, but also to build a more inclusive, inspiring and fair society”, explains Taciana Lopes, senior VP of marketing and communications at Mastercard in Brazil.
The strategy also includes actions on players’ social networks and a series of collaborative content with influencers and players, such as Fernanda Gentil, Yaya, Ketlen Wiggers, Marwa and with content creators’ channels, such as “This day was crazy” and “Ele não said that.” Additionally, athletes from rival teams will exchange “cookies”, praising and promoting each other on social media. The campaign also includes media on Record News TV and Youtube and Mulheres Positivas.
In addition, the campaign also features images of players Vitória Yaya and Ketlen Wiggers spread through external media in the city of São Paulo, as an invitation to consumers to recognize the athletes and follow them on their social media profiles, increasing thus, its visibility.
“We thought of an action that would highlight in an impactful way how female players can still be invisible to the general public, even though they are great idols of the sport. By placing them in everyday situations, we reveal this disparity in recognition, and from then on, The idea was to value and contribute to transforming this reality. We want to inspire people to see the talent and trajectory of all these professionals”, explains Alessandra Sadock, ECD at WMcCann.
