83% of Brazil's population listens to the radio, and it is an integral part of the football culture in the country.

Second screen comments are part of sports broadcasts. But when the sportscaster is a woman, she often becomes the target of countless offensive remarks on social media.

Our strategy was to invite a female sportscaster to cover a football match on a radio broadcast, but using a male voice, to test the audience response and see if football fans would still direct offensive comments at her.

We knew that the match between Spain and Brazil would potentially attract a record-breaking audience, and football fans were sure to engage with this match on social media. It was the perfect scenario for conducting a social experiment through a radio broadcast.

During the 2.5-hour radio broadcast of a match with a record-breaking audience, football fans were led to believe that a female sportscaster was a man, allowing us to use social listening to identify what people were saying about 'him' on social media. We did it by using specially developed AI-based software to change the female sportscaster's voice in real time.

By courageously investing in this social experiment, LAY'S proved that the offensive comments directed at female sportscasters are purely misogynistic and have nothing to do with their qualifications, inspiring women in sports to move forward.

The social experiment was organically shared by major sports figures in Brazil, including five players from the women's national football team, sportscasters, sports influencers, coaches, and fans, making this the LAY'S campaign with the highest engagement ever in Brazil.

We also achieved 80% more interactions than our goal, millions of impressions, and, of course, encountered some sexist comments on the post that announced the reveal, which only reinforced the importance of the social experiment.