In Brazil homophobia is so engrained in its culture it even reflects in its most popular sport: soccer.  No first division league club uses the jersey number 24. A number which has been long associated with homosexuality, and hasn’t taken to the field amid these associations. Brahma beer entered the debate, triggering a huge movement against homophobia. And in doing so provoked Brazil’s biggest clubs into taking unprecedented action: having their best players wear number 24 jerseys. The results were surprising. The players from more than 20 clubs entered the field wearing the shirt number 24, generating a vast national debate on homophobia inside stadiums.

Results: 

Posts with the hashtag #numberofrespect generated more than 221 million impressions with 47k unique authors.

- 318 million impressions in news portals.

- 29 million reais in spontaneous media.

- 73.363 mentions in the digital environment with 65% of those positive.

- The biggest search peak for the term “camisa 24” (jersey no.24) in the last 5 years.