ABOUT

Situation
Every minute, thousands of red flags are posted on social media. They seem like normal emojis, but they alert women about possible gender-based violence situations that are not evident and may become normalized. These warning signs, however, can get lost among all the content on social media.

Opportunity
Pilsener, Ecuador's #1 beer, leaned on its strongest territory: soccer, to give these warning signs more visibility. For International Women’s Day the brand brought the virtual red flags into the real world.

Idea
Before an official national men’s league match, Pilsener invited 4 female players from Liga de Quito to switch the 4 red flags on the pitch with the most common red flags shared by its digital community. The stunt triggered a widespread conversation, reached millions of fans, and generated a repository with access to counseling from specialists.

Results:
1200 red flags spotted
5 million fans reached
16 clubs joined
6 foreign leagues reached
3,4 million interactions
10 NGO' s allied

A new medium created (The Red Corner Flag)