The Black Teachers Project

Agency: VMLY&R


During the World Cup, the eyes of fans from all countries will be on the field. On the soccer field, for decades we have seen the genius of several black professionals who have become idols playing for the Brazilian National Team. But when we look at the coaching staff, there is a glaring absence of black professionals leading the team. If black talent shines so brightly on the field with its soccer art, why is there a lack of black professionals in leadership and power positions?

Based on this reflection, and with the impulse of the Black Consciousness Month, Vivo announces the Black Teachers project, another initiative to encourage racial equality in the country.

"Vivo has been a sponsor of the Brazilian National Team since 2005 and, with the Black Teachers program, reinforces its commitment to the construction of a more diverse future, in soccer and outside it," says Marina Daineze, director of Image and Communication at Vivo.

In partnership with CBF, the action will summon six coaches from different regions of the country to obtain the preparation and licenses of the CBF Academy, prerequisites to rise in their careers and compete for leadership positions within the sport.

CBF has been tackling racism and violence in soccer with initiatives that gained strength in 2022. In March, a series of commitments were published with the Manifesto in favor of life and Brazilian soccer and, in August, the first Seminar to Combat Racism and Violence in Soccer was held, which was attended by personalities who work for the end of discrimination inside and outside the stadiums. Moreover, a permanent working group with representatives of entities such as FIFA, Conmebol, Federations, Clubs, civil entities and representatives of the black movement was formed to deal with legal and operational aspects related to the topic.

This professional campaign titled 'The Black Teachers Project' was published in Brazil in November, 2022. It was created for the brand: Vivo/Telefonica, by ad agency: VMLY&R. This Integrated medium campaign is related to the Electronics, Technology and Sports industries and contains 1 media asset. It was submitted over 1 year ago.


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