AS Roma is one of the most famous soccer clubs in the world, with about 10 million people following it on Facebook and over 2 million on Instagram. In its history, it has won 3 Scudetti and 9 Coppa Italia. In 2018, it also created a women’s team, which currently plays in the Serie A league of the category.
From an inaccessible environment for women to an ally.
Always, the world of soccer has been one of those where gender inequality is most pronounced and in which women hardly find their own space. Besides being one of the most iconic teams in the world, AS Roma is one of the most committed to equality through its women’s team and the involvement of the entire team.
On November 25, World Day Against Gender Violence, we wanted to design a campaign to highlight the issue involving the men’s and women’s teams and their entire fanbase.
In Italy, there is a number made available by the Ministry of Equal Opportunities to call to report cases of violence and receive help: 1522. A number that few women know.
Using the language of the football world, we communicated this number as if it were a new tactic of the game: the 1-5-2-2.
A tactic that does not win soccer games, but it does win the battles that so many women face because of violence.
A game played on the field.
We launched the multi-issue campaign on the team’s social profiles and then took it directly to the playing field.
In fact, at the Conference League game, played only on November 25, the team took the field in a customized jersey with a patch dedicated to the campaign. After the game, all the jerseys were auctioned off, and the proceeds were donated to the association against gender-based violence.
A game continued on social.
The real game then unfolded on digital channels .
Male players, female players, staff members, and fans, who took part in the campaign through their profiles, posted various content.
A digital chain to let as many people as possible know about this new tactic— a tactic created to bring gender-based violence to the final whistle.
To show AS Roma’s commitment and raise awareness of one of the methods available to all women to report a dangerous situation. The main objective was Awareness.