Sport Club Internacional's 'Side by Side' Reduces Sports Rivalry
Laura McQuarrie — June 13, 2015 — Marketing
References: internacional.br & creativecriminals
People are so passionate about soccer in Brazil, the end of matches often result in major instances of sports rivalry, such as violent fights and outbreaks on the street. In order to make attending a soccer match fun once again for families and people of all ages, the Sport Club Internacional set up a campaign called 'Side by Side.'
People were sent out a surprising invitation to a highly-anticipated match, but of course, there was a big catch—they would be required to walk a kilometer to the stadium with a fan from the opposite team member and sit beside them throughout the match.
Since this encourages people to see that the other fans are just ordinary people rather than the enemy, this humanizing campaign is a clever way to curb violence by essentially having rival fans walk a mile in each other's shoes.
People were sent out a surprising invitation to a highly-anticipated match, but of course, there was a big catch—they would be required to walk a kilometer to the stadium with a fan from the opposite team member and sit beside them throughout the match.
Since this encourages people to see that the other fans are just ordinary people rather than the enemy, this humanizing campaign is a clever way to curb violence by essentially having rival fans walk a mile in each other's shoes.
Trend Themes
1. Humanizing Campaigns - Creating campaigns that emphasize the humanity of rival sports fans can help reduce hostility and violence.
2. Promoting Inclusivity - Encouraging diverse groups of people to attend sports events together can foster a sense of inclusivity and reduce rivalry.
3. Addressing Societal Issues - Using soccer matches as a platform to address and mitigate societal issues, such as sports-related violence, can lead to positive change.
Industry Implications
1. Sports Marketing - Sports marketing professionals can leverage humanizing campaigns to promote inclusivity and build fan engagement.
2. Event Management - Event management professionals can incorporate initiatives focused on addressing societal issues into the planning and execution of sports events.
3. Social Impact - Social impact organizations can collaborate with sports clubs to create campaigns that promote unity, address societal issues, and foster positive change.
1
Score
Popularity
Activity
Freshness
