Situation

In Ecuador athletes who represent the country, don’t get as much support for their trainings and international travel as national soccer players. And most of them come from low income families, alongside their coaches they struggle to finance their food, clothing, travel and lodging expenses.

Brief

Lavatodo the soap brand of the Ecuadorian laundry bases its strategy on cleaning injustices in society. I was looking for a sponsor in sports.

Objetivo

Make visible the inequality in sport and try to make a positive change in other disciplines.

We sponsored Ecuadorian Olympic athlete Marizol Landazuri so she could wear a totally white uniform without logos, even to celebrate with a white flag in her international competitions, with the goal of attracting the attention of all sports and news programs to make visible the inequality in Ecuadorian sports.

The media and the Ecuadorian people didn't wait, became tending topic and the story got front page news. Marisol and her white uniform become the fighting flag for professional athletes who are not footballers. Private corporations contacted us and together we managed to sponsor more athletes, cyclists, boxers, etc.

Now the government working in a new law to change this injustice.

This campaign was two days:

1. Started with the race in Gensville florida of Marizol where she used white uniform and put a video explaining her cause #yodeblanco. The sports media interviewed her and she exposed the injustice by winning the support of the people.

2. The second day Lavatodo goes on to explain that it is the brand that is behind this sponsorship without logos with the objective of the government and brands being sponsors of other disciplines.

Investment:

1 White uniform

64% of internet users in Ecuador Reached

120.000 USD in free press in one day

20 brands joined the cause.

The government working in the new law to protect the athletes