With 78% of its members being man, Benfica, the biggest club in Portugal, wanted to do something about it.

Football is still a very conservative culture. In many countries, Portugal included, is still viewed by many as men’s game for a men’s audience. This lack of diversity often leads to a more intolerant and sometimes aggressive environment surrounding the game. Scaring away others who also love the game but don’t feel welcome in it.

Create a special membership card, with special conditions for families. Stressing out the fact that it was meant for all kinds of families. Traditional or non-traditional. And in the film, we showed them all.

Creating a family pack and describing the diversity that Benfica is supporting, we create word of mouth around the club, creating a statement that Benfica is a football team from nowadays.

Furthermore, the family pack makes the Benfica fan brings their family tighter them, increasing continuously the number of people on the stadium.

Create a special membership card, with special conditions for families. Stressing out the fact that it was meant for all kinds of families. Traditional or non-traditional. And in the film, we showed them all.

The campaign made an instant impact locally and abroad with multiple references in news sites and tv shows from Italy to Brazil.

It also received praise from several feminist and gay platforms and from public figures, including prominent members of the Portuguese Parliament.

And in social media, the campaign received an even larger appreciation, with countless emotional references. Some of them, unprecedently, coming from Benfica’s rivals.