Choose to play with women

Visa launched the #EscolhaJogarComElas movement, a 'protagonist' initiative among the company's actions for the Women's Cup '23.

To strengthen #EscolhaJogarComElas, Visa promoted several actions to boost adherence to the movement and support for women in sports. To this end, the company 'awarded' some regions with paints and utensils for traditional green and yellow paintings on their streets and walls. Traveling games was another initiative: a truck traveled to some cities during the World Cup to broadcast the World Cup games.

We talk so much that Brazil is the country of football, but that will never be true if we don't include women in this story. Recognizing and celebrating women in the most beloved sport for Brazilians is a historic reparation, and we are here to call on everyone to play alongside them and support women's football. Embracing #EscolhaJogarComElas means respecting, supporting, watching the games, sharing, and making this year's Women's Cup the most watched in the history of our country.

Patricia Mascagni

Executive Marketing Director - Visa Brazil

The idea was to praise the practice of sports by women and encourage Brazilians to watch the Women's Cup games with the same emphasis as the men's. The movement sought the support of fans, athletes, partners, and everyone interested in making this a great World Cup for our athletes.

The campaign includes an institutional film that tells the country's history of women's football. The narrative tells the story of the struggle of Brazilian players, who had to face the ban on the practice of women's football in the country between 1941 and 1979, based on article 54 of Decree-Law 3199, which determined that "women will not be allowed to practice of sports incompatible with the conditions of their nature,” and prohibited them from playing football.

The film presents this retrospective, highlighting how athletes from the past overcame a series of social resistance so that today's players can brilliantly represent this sport that is so admired in the country.

#EscolhaJogarComElas movement, a call to give greater visibility to women's football in Brazil

Patricia Mascagni

Executive Marketing Director - Visa Brazil

Inspiration

Idea

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