Gol has social responsibility as one of the pillars of its brand.

It has important initiatives for the inclusion of disabled people in the workforce, and wanted to draw attention to this cause.

Traditional soccer narrations assume that everyone knows exactly what is being narrated. But this is not true for the visually impaired fan. In the broadcast of the Florida Cup 2020 we narrated all the matches for fans with visual impairment in a special way: telling several details they didn't even know that existed.

The stunt was made with Silvia Grecco, a fan of Palmeiras, winner of the 2019 Fifa Fan Awards for narrating the games in a special way for her own son who is visually impaired and autistic.

The strategy was to draw attention to initiatives that promote the inclusion of disabled people in the society, with the association with the most popular sport in the world.

We set up a broadcast station at the stadium and created the possibility to connect more than 6.5 million visually impaired people to the game.

Besides the narration, Silvia interacted with celebrities, soccer players and sports journalists.

Also, a war room was created with a social media team that interacted with the audience during the entire match.

All through GOL Linhas Aéreas Facebook.

Over 5 hours with more than 100,000 simultaneous viewers

More than 10.5 million fans impacted

Over 2.3 million views

Over 3 million reais in unpaid media

Over 10 thousand comments

Over 97% of positive comments