João Costa, Ceará SC Marketing Manager, tells the behind the scenes of the campaign elected by an international jury as the best Social Action in 2020 in Latin America
With the campaign “Corrida dos Privilegios (Privilege Race)”, Ceará SC became the winner of the Social Action category of the Samba Awards 2020. Produced in partnership with the Regional Labor Court of Ceará – 7th Region, the campaign was intended to draw attention to income inequality and social factors that result in child labour.
To win the category, Ceará defeated heavyweight opponents and campaigns that trumpet social problems as eloquent as child labor. Fluminense (BRA), in second place, for example, promoted extensive content on Black Consciousness, while the AFA, in turn, promoted the collective sense in a period when COVID-19 demanded social isolation and, consequently, collective sense of people.
On the same theme as the AFA, we also had the CBF. The campaign “Seleção Solidária (National Solidarity)” was named among the best for creating a system of money donations, which was transferred to the Citizenship Action, in partnership with CUFA (Central Única das Favelas) and Transforma Brasil, recognized organizations that help a portion to a needy society.
“The most important thing about this campaign that ended up winning and recognized with the Samba Awards was the fact that we created a social culture in the club. People started to see the use of a club’s voice in a different way to draw attention to sensitive social issues.” said João Costa, the Marketing Manager of Ceará Sporting Club.
The production, as mentioned, was made in partnership with the Regional Labor Court of Ceará. João says that the entire production was done in partnership. From the script, to the surveys and data used.
“The initial idea was to talk about how privileges make a difference in a person’s education. As it was a delicate topic and required further research, we validated it with NGOs working on this front. In this, the social worker who works with us referred us to the TRT because he knew they had a job related to child labor,” he says.
Faced with the theme “in common”, Ceará and TRT moved on to a production that had a complicating factor: the pandemic.
“As we were on a home-office basis, we only invited employees who needed to be personally present at the club. We didn’t want to expose anyone and, therefore, we were careful to call those who would participate. In addition to the extras, the production involved the internal team of the club. Ceará provided with camera operation and drones so that we could reach a good and eloquent visual result for the message we wanted to pass on”, revealed the Manager.
Finally, João Costa says that the campaign opened the doors to new productions with social purposes.
“This year we have already carried out a new campaign in collaboration with the Civil Police to search for missing persons, which was even recognized with a certificate of social contribution and which will be entered in the Samba Awards 2021!” This was the promise by João, proud to be a promoter of social benefits through the strength of a football club.