BRIEF: In Spain, 20% of the children suffer bylling. Almost 2million of children. This worring figure leads us to create with the coach Jero García the SportsvsBullying movement. It is demonstrated, to practice any sports gives children self esteem, and make them feel proud of belonging to a group.

TARGET: Children between 8 to 18 years (witness, harassed, stalker), Fathers, Teachers, SOciety in general

OBJETIVE:

- To comunícate the creation of this movement

- To raise awareness to the target about the benefits of practicing sports.

Three big names of the Spanish boxing scene competed in a boxing match dedicated to the fight against bullying at Casino Gran Madrid de Torrelodones, a match also broadcasted live on TV in Spain. But the boxing champions did not have their popular boxing nicknames on their ring jackets, instead they were replaced with most common insults used by kids.

Míriam La Reina Gutiérre changed her name to La Guarra Gutiérrez (En: The Slag), Ardi Rodríguez changed his name to Puto Friki Rodríguez (En: Fucking Nerd) and Cristian Mini Tyson Vélez changed his name to Gordo de Mierda Vélez (En: Fat Shit).

Sportsmen and women are joining the movement by changing their names or nicknames for a day, to insults to raise awareness and mobilise society against this drama and let victims know that they are not alone and that bullying can be overcome through sport.

RESULTS OBTAINED:

- 49 Million unique users saw the campaign which had a budget of 0€.

- +1,000,000€ in earned media.

- It was the highest profile boxing event in Spain in over 20 years.

- Ardi Rodriguez "Fucking Freak" became the Champion of Spain.

- Schools and Sports Centres are joining the movement.