There is a sport that gives new meaning to the phrase “die-hard-fans.” Although soccer holds little precedence in the United States, its popularity elsewhere is mind-blowing. With such popularity soccer creates a level of loyalty not seen in other sports.
In Peru on September 25, 2011, a young fan was killed at a professional soccer game. He was thrown over the stadium’s balcony by a fan from the opposing team.
In an attempt to beat violence with nonviolence El Bocón, Peru’s leading Sports Newspaper, took a different approach to reporting the news. While other major media sources were reporting about the ongoing violence associated with soccer and the government’s decision to ban publicly viewed games, El Bocón created a newspaper with absolutely no soccer news. The emission of content was a powerful message. For decades nations have tried various ways to stop the violence associated with this sport, both on and off the field. For the first time in soccer’s history, a silent approach had became more powerful than commentary.
“Continuar con la violencia sóla hará que el fútbol desaparezca/Continuing with the violence will only make soccer disappear”
Advertising Agency: Publicidad Causa, Peru Executive Creative Director: Rafael Pastor, Roberto Benavides Creative Directors: Sergio Franco, Andres Ocampo Art Director: Ruddy Camones Product: El Bocón Sports Newspaper Our Source: Ads of the World