Description
On football match days, violence against women increases in Brazil. According to the Brazilian Public Security Forum, reports of threats rise by 27.4%, while cases of bodily injury resulting from domestic violence increase by 28.8%.
To turn this data into an image impossible to ignore, EC Bahia created “The Third Half”. After a match at Arena Fonte Nova, women remained inside the stadium while the scoreboard displayed: “Today, staying at the stadium is safer than staying at home.”
The manifesto-like action took over a traditionally male-dominated territory to expose a reality that happens far from the stands and encourage women to seek help through Brazil’s 180 hotline.
This professional campaign titled 'The Third Half' was published in Brazil in August, 2026. It was created for the brand: EC Bahia, by ad agency: Propeg. This Ambient medium campaign is related to the Sports industry and contains 1 media asset. It was submitted 11 minutes ago.
Credits
CREDITS
TITLE: The Third Half
CLIENT: Esporte Clube Bahia
CEO: Vitor Barros
CCO: Emerson Braga | Hermes Zambini
EXECUTIVE CREATIVE DIRECTION: João Caetano Brasil
HEAD OF ART: André Batista
CREATIVE DIRECTION: Sabrina Mesquita
CREATIVE: Emerson Braga | Sabrina Mesquita | Paula Martins | João Caetano Brasil | André Batista
ACCOUNT MANAGEMENT: Michele Estevez
PR: Carolina Aranha (Propeg) | Gabriel Rodrigues (Bahia) | Luiza Olmedo (UNFPA)
MEDIA: Patrícia Seabra
HEAD OF MEDIA: Felipe Arruda
BI: Mayara Ferreira
CSO: Fernand Alphen
PLANNING: Barbara Ferreira | Alice Sampaio
PRODUCTION DIRECTOR: Manuela Peixoto
RTV PRODUCTION | PRODUCTION MANAGER | PRINT PRODUCTION: André Coni
CLIENT APPROVAL: Nelson Barros | Arthur Carvalho
