UN Women has some programs to promote equality and dignity for all women. In Brazil, a country in which women receive 20% less than men, this kind of presence is really necessary to change cultural male traditions and give a fair recognition to women.

FPF is like FIFA in São Paulo, Brazil. The Paulistas’ Football Federation organize matches, championships and events involving football in the state. The organization has been working to grow female events, with a real intention to promote and to grow women’s football.

That’s a fact. We need generating conversations to make people know about it and talk about it. So, together as Society, we can change this reality.

On average, Women still receive 20% less than men in Brazil. If we compare men to a black women, the pay difference is 40%.

Also Brazil is the country of football. Everyone here knows at least something about the most popular sport in the country by far. Football is so popular that everyday people talk about the sport at work. It’s cultural.

So, if people talk about football every day, everywhere, mostly at work, we decided to talk about work in football.

We took the salary gap in the job market to the scoreboard of a big final. Wich was 1 goal equals 0.8.

November 16th, 2019.

In the FPF's Live transmission on Facebook and Youtube. The Scoreboard of the final match of one of the most important Women's Soccer Championship in Brazil, each goal was worth the same as our salary, compared to men. 1 goal equals 0.8.

The commentator talked about the subject and commented about this difference, interacting with the scoreboard and the comments made during the live.

The implementation has resulted in a truly team work. Agency Un Women, FPF live broadcaster crew and commentators. It was alive and everything could happen, including no goal at all. But after about 4 minutes played, the first goal happened. And then we change the scoreboard: instead 1 x 0, people have seen 0.8 x 0.

Record of audience on the channels of the São Paulo Football Federation: more than 745 thousand views, countless conversations on social networks and headlines in the main communication vehicles in the country. Resulting in R$650 thousand of earned media in a couple of days. Also, the players talked about the action at the championship award event, with a huge speech made by the MVP player Victória Albuquerque.

Also, 6 months later, CBF has announced equal pay for men's and women's football teams.

At the end of the day, we create a great awareness about the salary gap in something sacred for brazilian people: the scoreboard of a football game. And it wasn't any game. It was the final. Without spending any money.