In the heart of Brazil, a nation synonymous with football, women’s soccer has historically battled against a tide of challenges, including paltry wages and a stark lack of support. Pague Menos, seizing the momentous occasion of the FIFA Women’s World Cup 2023, embarked on a mission to catalyze a national conversation about these gender imbalances within the sport. The campaign aimed to elevate the profile of women’s football, challenging the deep-seated gender prejudices that have long marred Brazil’s most cherished pastime. By leveraging the global stage of the World Cup, Pague Menos sought to shine a spotlight on the talent and potential of female footballers, advocating for equal recognition and fostering a more inclusive environment for the sport. The ultimate goal was to transform the cultural perception of women’s football, ensuring it received the admiration and respect it rightly deserves.

The “Sexism of AI'' campaign innovatively leverages AI to spotlight gender bias in football. By querying AI assistants about Brazil’s top football scorers and receiving answers that overlooked Marta, the campaign highlights the sport’s gender invisibility. This experiment, transformed into a viral video, sparked national reflection and debate. The campaign’s ripple effect raised awareness, positioning Pague Menos as a brand championing gender equality and celebrating women’s football achievements. The video’s impact not only spurred discussions on sexism but also reinforced Pague Menos’s commitment to supporting and enhancing the visibility of women’s football, aligning the brand with values of inclusion and equity.

The strategy to address the public’s disinterest in women’s football, rooted in gender stereotypes, was to harness the emerging theme of artificial intelligence chatbots to create an impactful campaign. By highlighting the global trend of discussions on AI, the campaign leveraged this wave of interest to drive a meaningful debate and engagement on the representation of women in football. The community building and management approach focused on illuminating the achievements and challenges of the players, encouraging support and appreciation for women’s football. The initiative aimed not only to increase the visibility of the athletes but also to foster a more equitable and just sporting environment for women, using the relevance of AI chatbots to mirror and reflect upon and challenge the gender disparities in sports.

The "Pague Menos - Sexism of AI" campaign, held in July 2023, got viral and had a significant reach almost entirely organically, impacting 41,347 users and reaching 34,791 individuals. Engagement was notable, with 19,353 interactions, representing 55% of viewers, reaching a wide audience and fostering engagement. This initiative not only heightened brand perception but also addressed prejudice within Brazilian football and artificial intelligence structures. Google searches showed a significant increase during the campaign period, an impressive growth of 669% for the 'women's national team' and 113% for 'AI', Google Trends data, comparing the period of the campaign on Brazil level. By raising awareness of these issues, the campaign aimed to instigate behavioral change among viewers, encouraging deeper reflection on these topics. Through effective communication and awareness strategies, the campaign successfully achieved its goal of sparking a meaningful and impactful discussion on the intersection of prejudice, sports, and technology.