Creativity

A Soccer Match With Nameless Players

In Paraguay, soccer commentary highlighted children without birth certificates

Published on May 06, 2013

Editor's Pick

In Paraguay, one out of four children is not registered after their birth, meaning they have no birth certificate and therefore no official identity. UNICEF persuaded presidential candidates to commit to solving the issue with a campaign centered around a soccer match where the players weren't referred to by name for several minutes. During the opening minutes of the world cup qualifier match against Uruguay, two TV channels and four radio stations broadcast the commentary without using any of the players' names. Instead, they referred to them by number. Afterwards, a UNICEF message was played, saying "Like these players, we all need a name and nationality", with a call to action for presidential candidates. Agency Oniria/TBWA also persuaded celebrities to tweet about the message using the hashtag#nonamematch. As a result, every candidate agreed to commit to a series of actions to tackle the issue if they became president.

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About

Credits

Date
May 06, 2013
Agency:
Oniria/TBWA
Chief Executive Officer:
Camilo Guanes
Client:
UNICEF
Executive Creative Director:
Daniel Achával
Creative Director:
Jorge Tercarioli
Creative Director:
Arturo Valiente
Creative:
Rene Lopez
Creative:
Jorge Collar
Creative:
Sergio Sevega
Creative:
Camilo Guanes
Creative:
Daniel Achával
Creative:
Jorge Tercarioli
Creative:
Arturo Valiente
Planner:
Rodrigo Weiberlen
Producer:
Poli Achaval

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