Case Study 3 - Bright Creative Group

CREATIVE CAMPAIGN & DIGITAL MARKETING - APAV AND TIAGO SÁ

The Challenge

In the first two months of 2019, Portugal reported nine deaths related to domestic violence, which is a much higher number compared to previous years.

Tiago Sá, who is a goalkeeper for SC Braga, partnered with APAV (Portuguese Association for Victim Support) to raise awareness about domestic violence in Portugal. Bright Creative Group was the chosen marketing agency for developing a unique campaign to alert as many people as possible about this issue.

We developed the creative concept, scripted the campaign, executed all digital advertising, and coordinated communication with the sports press to extend the campaign’s reach.

Design Thinking Process

Empathize

First contact with the client to understand how we could help and what the main challenges were.

Definition

Evaluation of all data and information provided by the client.

Idealization

Generating creative ideas outside conventional thinking

Strategy

Definition of the digital and offline promotion strategy.

Production

Development of the final video and campaign photographs.

Implementation

Campaign launch.

Slogan: "Violence leaves marks; ignoring them leads to homicide."

Creative Concept

For the creative concept, we developed a guerrilla marketing strategy focused on conveying a message in an innovative and unconventional way, with minimal investment and high creativity. To maximize the impact of the campaign, we decided to leverage the football match between Sporting Clube de Braga and Sporting Clube de Portugal, which would be watched by millions of Portuguese people.

During the match, SC Braga’s goalkeeper, Tiago Sá, wore special gloves with the message “Say no to domestic violence” on the right glove and the victim support line number 116 006 on the left. The slogan “Violence leaves scars; ignoring them leads to homicide” was created by Bright Creative Group and chosen by APAV and the athlete to convey the campaign’s message.

The true message behind the gloves was revealed at the end of the game when Tiago Sá shared the campaign video on his social media. The campaign gained widespread attention in the national sports press and digital media, with many people commending the athlete and APAV for this impactful initiative.

Creative Concept

Campaign Impact

Digital reach

+ 0

Digital Engagement

+ 0

Audience location

Lisbon – 47,65%
Braga – 20,07%
Porto – 19,86%
Others – 12,42%

Audience by gender

52% – Male
48% – Female

Audience age range

18-24: 37%
25-34: 18%
35-44:24%
45-54: 11%
55-64: 7%
+65: 3%

Sports Press

"Tiago Sá will wear special gloves in Sunday's game against Sporting. On his right hand will be written the phrase "No to domestic violence"; on his left will be the number 116 006, the victim support line. The Sp. Braga goalkeeper has joined APAV (Victim Support Association) with the aim of raising awareness about cases of domestic violence in Portugal - in January alone, 9 deaths were recorded. "Violence leaves scars; ignoring them leaves homicide", the player recalled in the video."

Jornal Record

"Together with the Portuguese Association for Victim Support (APAV), Tiago Sá, Braga's goalkeeper, is leading a campaign that seeks to raise awareness of the issue of domestic violence in Portugal."

Jornal OJogo

Política de privacidade e termos de uso