Title	SPORTS VS. BULLYING
Brand	JERO GARCÍA FOUNDATION
Product/Service	CAMPAIGN AGAINST BULLYING
Category	A13. Not-for-profit / Charity / Governemt
Entrant	McCANN SPAIN Madrid, SPAIN
Idea Creation	McCANN SPAIN Madrid, SPAIN
Production	TESAURO Madrid, SPAIN

Name	Company	Position
Monica Moro	McCann	Chief Creative Officer
Raquel Martínez, Jon Lavín	McCann	Executive Creative Directors
Jon Lavín, Rafael Martínez	McCann	Copywriters
Borja Diego, Rodrígo Fernández	McCann	Art Directors
Marta Torrecillas	McCann	Account Manager
Mercedes García	McCann	Agency Producer
Nacho Clemente	Tesauro	Film Director
Jaime Boira	Tesauro	DOP
Laura Ibáñez, Ana Gómez	Tesauro	Producers

Why is this work relevant for Brand Experience & Activation ?

After the initial impact of the presentation of the campaign at a national boxing event, the message reached all media and all kinds of publics. Reaching our core target, schools and sports centres who also joined the movement putting the philosophy behind sport into practice to prevent bullying.

Background

BRIEF: In Spain, 20% of the children suffer bylling. Almost 2million of children. This worring figure leads us to create with the coach Jero García the SportsvsBullying movement. It is demonstrated, to practice any sports gives children self esteem, and make them feel proud of belonging to a group. TARGET: Children between 8 to 18 years (witness, harassed, stalker), Fathers, Teachers, SOciety in general OBJETIVE: - To comunícate the creation of this movement - To raise awareness to the target about the benefits of practicing sports.

Describe the creative idea

Three big names of the Spanish boxing scene competed in a boxing match dedicated to the fight against bullying at Casino Gran Madrid de Torrelodones, a match also broadcasted live on TV in Spain. But the boxing champions did not have their popular boxing nicknames on their ring jackets, instead they were replaced with most common insults used by kids. Míriam La Reina Gutiérre changed her name to La Guarra Gutiérrez (En: The Slag), Ardi Rodríguez changed his name to Puto Friki Rodríguez (En: Fucking Nerd) and Cristian Mini Tyson Vélez changed his name to Gordo de Mierda Vélez (En: Fat Shit).

Describe the strategy

Sportsmen and women are joining the movement by changing their names or nicknames for a day, to insults to raise awareness and mobilise society against this drama and let victims know that they are not alone and that bullying can be overcome through sport.

Describe the execution

The last 3 November the "Sport vs Bullying" movement was introduced publicly at the Spanish National Boxing Championships held in the Casino Gran Madrid in Torrelodones, Madrid. There, three national boxing greats joined the movement and went into the ring changing their nicknames for the most common insults aimed at kids: Alvaro "Fucking Freak" Rodriguez, Miriam "Slut" Gutierrez and Cristian "Fat lump of shit" Vélez in a gesture of solidarity with victims, showed that no insult can obscure the greatness inside them.

List the results

RESULTS OBTAINED: - 49 Million unique users saw the campaign which had a budget of 0€. - +1,000,000€ in earned media. - It was the highest profile boxing event in Spain in over 20 years. - Ardi Rodriguez "Fucking Freak" became the Champion of Spain. - Schools and Sports Centres are joining the movement.