Situation: Peru has a high incidence of grooming nationwide, where every day more minors are affected by adults, with whom they build trusting relationships, only to later extort or threaten them. In the worst scenario, the criminals use this children with sexual purposes or even human trafficking.

Objectives:

Create awareness among the Peruvian population about the issue, so parents can have conversations about it with minors.

Develop a campaign across all Alianza Lima Club platforms to facilitate the awareness-raising process, as well as reporting to the National Police.

We hacked with minimum budget, the entrance protocol of the football players, when children entered to the field holding hands with them, in one of the most important games of Club Alianza Lima to prove visually how easy is for adults to pretend to be a kid on the internet.

After the protocol, the club’s captain revealed the truth in a press conference and we launched an awareness campaign in Social Media to educate parents and tutors to detect grooming and speak with children about this topic.

Our strategy was simple. We made visible a problem usually overlooked by the Peruvian family, such as grooming, through an action that visually depicted what it means for an adult to impersonate a child online, and then we explained the issue, in their own terms, to make it much easier to understand for all audiences.

With this action, we targeted to the fans who were watching one of the most important games of the season for Club Alianza Lima. This fans include many parents and legal tutors who need awareness and advice to talk about grooming with their kids and minors and many children who need encouragement to report the situation to the people they trust.

We complemented the stunt with educational and informative material for parents and legal guardians, as well as for children, which was published on Club Alianza Lima's social media channels.

First, we talked to the team to create a stunt in which an adult hold hands with the club’s captain, to call the attention of the media and fans at the pitch. During the game entrance, this character walked through the field pretending to be a kid.



This action deployed the second part of our execution: a press conference in which we explained how easily is for an adult to pretend to be a minor on the internet, to gain trust and then threat and extort children in Peru. Then we revealed the problem and explained the action in our social media.



Quickly it went viral with comments on social media, influencers opinions, news and scaled nationally and internationally. Finally we launched a campaign to aware and educate parents and tutors to detect the problem on their homes and report it to the National Police.

- More than 8M unique impressions, counting the people at the stadium, the ones who were watching the transmission and the people who watched the videos in Alianza Lima social media.

- During the month of the campaign, the reports of grooming to the National Peruvian Police increased in 500%, compared to same period time the last year.

- We put the topic into the national conversation and get the attention of news channels, specialized media and the most important in peruvian families, using football as a tool of social mechanism.