Soccer is the most popular sport in Brazil. It has a massive audience. So we used one of the biggest soccer matches in Brazil, Flamengo x Fluminense, to help us with a huge issue: to bring visibility to missing children.

To be found, missing people needs to be seen. A soccer match between two of the biggest teams in Brazil is a great opportunity to show the face of several missing children to a thousand people who may have seen them in somewhere.

But it was necessary to do this in an unexpected way. So, we choose one of the moments that fans more pay attention to the match: the line up. Instead of seeing the picture of players, people saw photos of missing children with similar names as the players which they replaced.

The soccer match we choose to promote the idea is one of the most iconic in Brazil. Flamengo x Fluminese is always a match with a massive audience. To increase the relevance of the idea and the popular outcry, we ran it on Children Days (October – 12, in Brazil). The Hope’s Line Up also happened on the only sports channel that broadcasted the match. And, to impact even the fans at the stadium, we transmitted the Hope’s Line Up on big screens of Maracanã.

We’ve partnered up with two soccer teams: Flamengo and Fluminense, to change the photos of players during the Line Up; also with SporTv, the TV sports channel that broadcasted the line up live; and the Maracanã Stadium, to show the line up on stadium screens.

We got huge numbers: more than 2 million people impacted by the TV broadcast. Around 40 thousand people on the stadium. 6.7 million impacts by the press and news. The campaign also sparked interest of others teams to repeat it next season.

But the smallest number was the most important: 1 children was found.