• by Fern Siegel , April 2, 2024

The statistics are shocking.

There is a serious correlation between soccer game losses and the rise in gender-based violence. When a team loses a game, violence against women increases on average by 25% in Perú and up to 34% globally.

Republica Havas and Havas Perú joined forces with Amnesty International Perú to call attention to a searing issue that is not acknowledged.

Vanessa Bolaños, managing director, Republica Havas Health, said: “What happens on the soccer field sometimes results in painful and unforgivable results off the field. This moving campaign presents the pain of game defeats, not only for the losing team but, sadly, for women, many of whom suffer the consequences at the hands of men who take out their disappointment and anger on them.”

The bilingual campaign, titled “25%,” is presented in English and Spanish, running on 28 digital outdoor venues and across social media. Each image features a woman impacted by gender-based violence and in a specific color that ties back to the featured team’s uniforms.

Janis Amayo, account director, Havas Perú, said the campaign's thrust is to “better educate the community so that we can work together to end gender-based violence.”