In Brazil, women are paid on average 20.5 per cent less than men. As part of its commitment to UN Women, Sao Paulo’s Soccer Federation wanted to kick out at this problem. So with the input of the agency BETC, during the Paulista women’s soccer championship final, the scoreboard reflected the gender pay gap. A woman’s goal was worth only 0.8 per cent of a goal. The commentator explained that when a man earns 1 Real in Brazil, a woman in an equivalent post earns just 80 cents. The situation is no more acceptable in the workplace than it is on the pitch. 

TitleScoreboard For Change (Film Case)
Title (original language)#PlacarPelaMudança
Campaign Scoreboard For Change
Advertiser Paulista Football Federation
Brand Paulista Football Federation and ONU Women

Want to see all the credits ? this content is for subscribers only

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
PhilosophySubscribers Only
Media Type Case Study
Chief Creative Officer ..h ..y Subscribers Only
Executive Creative Director A...ea Si....ra Subscribers Only
Creative Director G....el Subscribers Only
Creative Director M...lo M...o Subscribers Only
Creative Team A...s Subscribers Only
Creative Team D...o Ca.....res Subscribers Only
Creative Team J...s Subscribers Only
Creative Team C...a Subscribers Only
Brands & Businesses D...n Subscribers Only
Strategist A...ha ..m Subscribers Only
Strategist S...a Subscribers Only

About BETC São Paulo

Latest News

The scoreboard at the final match of the 2019 Women’s Paulista Championship changed to reflect the gender wage gap

Initiative by the Paulista Football Federation, in partnership with UN Women and advertising agency BETC São Paulo, points out that women earn 20% less than men


According to the IBGE, women’s salaries are on average 20.5% lower than men’s. This fact was brought to the attention of thousands of spectators who watched the final match of the 2019 Women’s Paulista Championship, which was broadcast live this last Saturday, Nov. 16, on FPF TV, the official TV station of the Paulista Football Federation, organizer of the tournament. Corinthians defeated São Paulo by a score of 3-nil in the game held at Arena Corinthians, and became the new champion.


The #PlacarPelaMudança (#ScoreboardForChange) action created by advertising agency BETC São Paulo for the Paulista Football Federation, with support from UN Women, used the scoreboard during the game to call attention to the wage gap, by subtracting 20% from the value of each goal scored: at different times, the score on the FPF TV broadcast showed 0.8 instead of 1, or 1.6 instead of 2, also affecting the final score of the big game.


“We believe that the 2019 Paulista Championship final, with its record visibility numbers, represents a historic opportunity for us to question the fact that women still earn less than men in the workplace,” states Aline Pellegrino, Women’s Football Director at the Paulista Football Federation. “It is essential, especially in current times, to promote important discussions that will contribute to the development of society. Women’s space in society and the way in which they occupy it is one of these discussions,” says Aline.


“We are fighting not only for the recognition of women’s football in our country, but also for gender equality, so that women’s participation and importance in the workforce is properly recognized, including when it comes to wages,” emphasizes BETC São Paulo Executive Creative Director, Andrea Siqueira. “Our idea was to make each goal on the scoreboard reflect women’s wages as compared to men’s, in order to shine a spotlight on the issue and call attention to the wage gap,” adds Milena Cabral, member of the creative team.


In order to explain to viewers that FPF TV was not showing an incorrect score, narrator Camilla Garcia, sportscasters Nathalia Ferrão and Juliana Santos, and reporters Mari Pereira and Marilia Galvão also took part in the action, by bringing up the subject and encouraging people to join the discussion on Facebook.

Latest Ads