CONTEXT & CHALLENGE
Carnival is the most Brazilian celebration there is. It's also the period when cases of sexual harassment rise by 50% in the country. Grêmio wanted to take a stand against violence against women without falling into yet another institutional statement lost in the feed.
INSIGHT
Every shirt number carries an expectation: 10 means talent, 9 means goals. Against harassment, the only acceptable goal is zero. And that number had never been worn in Brazilian football.
CONCEPT
#ZeroAssédio (#ZeroHarassment): turn the campaign's goal into a shirt number.
On February 10, 2024, in the middle of Carnival, defensive midfielder Villasanti, who wears number 20, took the pitch against São Luiz, in the Gauchão state league, wearing number 0. Take the 2 out of 20 and you're left with 0. Right below it, the hashtag #ZEROASSÉDIO. A minimal gesture that became a conversation across the continent.
The match-worn shirt was auctioned, with the proceeds going to Casa de Referência Mulheres Mirabal, a shelter for women.
RESULTS
- The first number 0 shirt in the history of Brazilian football
- 2,000+ organic mentions and a 1,000%+ increase in mentions
- 50+ influencers amplifying the action
- National and international coverage: ESPN, CNN, Olé, Marca, Globo
AWARDS
- Lisbon International Advertising Festival 2024 — Silver, PR: Social and Environmental Responsibility
- Lisbon International Advertising Festival 2024 — Silver, PR: Low Budget Public Relations Plan
- AMPRO Awards 2024 — Silver, Best low-budget action
- Hashtag Sports Awards 2025 — Shortlist, Best Engagement for Good