Background and Objective

2 out 3 Women in the football industry have suffered from gender discrimination.

For the FIFA Women’s World Cup 2023, Visa, as long term proud sponsors of the game decided they wanted to do something about it.

On the day before the tournament started, Visa created a live wall of red and yellow cards representing the Spanish flag, in the centre of Madrid. On each card was a hate speech comment that the women had received. The public were invited to change the narrative of the comments on the cards, turning the flag white with positive vibes.

The outcome was fantastic, reaching 40M people, 76% reach, and a lot of love from Visa.