Fortaleza Esporte Clube suicide prevention campaign generates R$ 1.2 million in spontaneous media. Every 40 seconds a person takes his/...
Fortaleza Esporte Clube suicide prevention campaign generates R$ 1.2 million in spontaneous media.
Every 40 seconds a person takes his/her own life in the world. In Brazil, one suicide is counted every 45 minutes. The country is among the 10 with the largest number of cases and this is already considered the fourth leading cause of death among brazilian men and women aged 15 to 29 years. In Ceará, there are at least 600 reported suicides per year and Fortaleza already occupies the 2nd place as the capital where more people take their lives.
In the face of such tragic and often unknown data, how can we draw attention to a still silent and growing epidemic?
In soccer, which is only half of a match, it’s the time that can cost a person's life in Brazil for suicide. So how would it be possible to use the most popular sport among Brazilians to prevent this act? When a team is not doing well, their thirst is often stung with protest phrases. But it’d be very strange if these same phrases appeared on the walls of a group at its best. With this in mind, Fortaleza Esporte Clube, in partnership with the project "Vidas Preservadas", of the Public Prosecution Service, and the Delantero Agency created the 'Changing the Game' marketing action, in order to alert the population about the prevention of suicide.
After winning three titles in the last 6 months, the day after receiving the Cup of the Northeast Cup, the walls of Fortaleza headquarters dawned with words like "peace is over", "give up", "I can't take it anymore". What at first caused strangeness was soon revealed in the media. "Sometimes where it seems to be okay is where there is the greatest suffering. This was the motto found to launch the suicide prevention campaign," explained Marcel Pinheiro, Delantero's managing partner and marketing director of Fortaleza EC. "It is the beginning of a series of actions that the MP-CE and the club will develop together to combat this silent evil, which sometimes hides even behind a great euphoria." Protesting phrases on the walls were later replaced by messages of support for the appreciation of life.
“This kind of action has a very big and positive impact. With such an action, Fortaleza EC fulfills the important role of contributing to the awareness about the serious epidemic we are living when the subject is suicide" commented the prosecutor Hugo Mendonça, coordinator of Caopij and one of the coordinators of Vidas Preservadas.
The action generated more than R$ 1.2 million in spontaneous media and reflected on more than 45 communication platforms, including international, including TV, radio, print and web, generating more than 41 million pageviews in the latter. Digital influencers and soccer players openly talked about suicide on their social networks, encouraging many people to do
the same by sharing their own testimonials of suffering, struggle and overcoming. In addition, institutions supporting suicide prevention and post-prevention in Fortaleza were widely publicized, as well as places in the capital of Ceará that offer free psychological care.
Although suicide is sometimes difficult to predict, according to the World Health Organization (WHO), 90% of cases could be prevented. For this, an old taboo must be broken: silence. Talking about it helps prevent new cases and social media and networks
can be a great help tool. After all, turning the tables for life is the only thing that really matters.
About Delantero Agency
Voted one of the 50 most creative agencies in the country by Meio & Message magazine, Delantero occupies a prominent position in the local and national scene, always growing, surprising and taking the stage in the festivals in which it participates. Living proof that even in times of crisis, investing in creativity is always a great idea.