Brazil is the country of football. But also, the country with the largest black population outside Africa (119 million people). In Brazilian football there's a statistical anomaly: most of our players are black, but 95% of our coaches are white. As Brazil’s national team sponsor, Vivo knew that this was a relevant asset that could send a strong message against racism to the brand's audience and whoever wanted to listen. The brand's request was to use one of its ambassadors, Vini Jr, considering that for the first time the World Cup would start right after the Black Consciousness month. Vivo wanted to be once again recognized as a brand that supports diversity and, more than that, recognized as a brand that effectively do something beyond the speech.

The results were outstanding. The project became news across sports program in national TV, an equivalent of a 20million investment. We’ve engaged 7x more people than the other sponsors. After we started this movement, the biggest club in Brazil hired a black coach and the first class of the Black Coaches program is ready to manage any team, anywhere. Vivo Telefonica shown once again a strong message against racism and in favor of diversity which contributed to increase the brand’s health and positive awareness. The brand kept its position as one of the brands most associated with diversity.