Amnesty International Partners with Republica Havas and Havas Perú to Raise Awareness Around Soccer’s Gender-Based Violence

March 27, 2024

The new “25%” campaign highlights a revealing and distressing fact at the same time

Republica Havas and Havas Perú recently joined forces with Amnesty International Perú to call attention to the rise in gender-based violence incidents ignited by soccer team losses, both domestically and internationally.

Research indicates a direct – and sobering – correlation between soccer game losses and increases in gender-based violence cases. When a team loses a game, violence against women increases on average by 25% in Perú and up to 34% globally.

The bilingual campaign is presented in English and Spanish and spans three dynamic images, each featuring a woman impacted by gender-based violence and in a specific color that ties back to the featured team’s uniforms – Mary, Sophie, and Sarah.

“We cannot fight this important cause if we are not made aware of the problem,” said Janis Amayo, Account Director, Havas Peru. “This campaign exposes the emotional and physical impacts of what happens in the corners of the home when soccer teams lose games, and it helps us better educate the community so that we can work together to end gender-based violence.”

Added Vanessa Bolaños, Managing Director, Republica Havas Health: “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. Republica Havas is proud to collaborate with Amnesty International to bring this harsh reality to light in the hopes of supporting the victims and putting an end to this monstrous problem.”

Title: 25%
Client: Amnesty International Peru
Agencies: Havas Peru / Republica Havas
Havas Peru Team:
CCO: Mauricio Fernández Maldonado
Creative Director: Moises Urrutia
Business Unit: Carmen Rojas
Account Director: Janis Amayo
Art Director: Carlos Valladolid
Republica Havas team:
CEO: Jorge A. Plasencia
President: Luis Casamayor
General Manager: Anthony Bianco
CCO: Tony Waissmann
Creative Director: Martin Stuart
Associate Creative Director: Celine Hercouet
Associate Creative Director: David Thackeray
SCO: Catarina Gonçalves
Head of Production and Experiences: Gustavo Fernandez
Managing Director Republica Havas Health: Vanessa Bolaños
Photographer: Gonzalo Corrado
Producer: Ana Guzik
Executive Producer: Edu Wallace
Photography Assistant: Diego Ferreiro, Agostina Tolotti
Costume Designer: Pia Fellay
Retouching: Diego Chiliano
Final Retouch: Custom Image.
Responsible for the Client:
Campaign Coordinator: María Paz de la Cruz
Growth Director: Marco Rodríguez
Digital Collection Manager: Milagros Majino