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Racism Targets

Fortaleza E.C.

Issue 60 | September 2021

Agency

BETC HAVAS São Paulo

Creative Team

Chief Creative Officer Erh Ray Creative VP Alexandre Vilela (Xã) Creative Directors Alexandre Vilela (Xã), Melissa Pottker, Juliano Almeida Art Directors Nuno Mendes, Felipe “Cauby” Martins, Zara Veasey Copywriters Marconi Filho, Leonardo Milani, Juliana Longano, Willian Graniero

Production Team

Producers Anna Luisa Ferraz, Rafael Paes, Beatriz Rossi Editor Tiago Hasegawa Production Company Madre Mia

Other Credits

Account Manager Renata Sabino Brand and Business Eduardo Sarti, Carolina Delalibera, Roberta Sanches, Henrique Pecego, Carolina Abreu Planner Eduardo Loureiro Head of Media Jairo Soares Channels and Engagement Andrea Santos Ferreira, Bruno Capitani Client Marketing Manager Marcio Persivo

Date

December 2020

Background

One thing is necessary to fight against racism, courage. Courage to walk on the streets every day. Courage to face discrimination. Courage to talk about racism. And after black athletes from Fortaleza E.C suffered from racially provoked injuries, courage was needed to expose this disturbing reality.

Idea

During an important match in the Brazilian soccer championship, the black Fortaleza players wore a different jersey to their teammates: the traditional horizontal stripes were turned into target shapes on their backs. Just like what happened on the streets. It was a form of protest but also a call to change the law. In Brazil, racists can avoid prosecution if their crimes are committed as football supporters.

Results

Six countries reached. Two million media impressions. And the subject raised on Brazil’s National Congress, where former Sports Minister Orlando Silva said, ‘This activation of Fortaleza E.C is crucial because it is helping to change the behaviour of each individual in our society’.

Our Thoughts

In the UK, the torrent of racist filth that spewed out after England lost on penalties to Italy in the finals of the European Championships was both alarming and disgusting. The Premier League’s response? To boycott social media for four days. I mean, really? The FA issued a statement “condemning the language used.” Pathetic.

If institutional racism is to be challenged, more clubs need to follow the example of Fortaleza here. Or Paris St. Germain in their match against Istanbul Basaksehir, when they just walked off the pitch. Where the clubs lead, the institutions that are meant to serve them will follow.