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Racism Against Racism

Alma de África U.D. goes out onto the pitch with racist insults on their shirts. Alma de África U.D. goes out onto the pitch with racist insults on their shirts. Alma de África U.D. goes out onto the pitch with racist insults on their shirts.

_Brief

Take advantage of a news item that a digital medium published ‘asserting’ that Alma de África was the most insulted team in Spain as it includes players from up to 15 different nationalities.

_Strategy

Ensure that an ‘anecdotal’ news item doesn’t get forgotten by turning it on its head and making it a PR action against racism.

_Data

In the last 15 years, only 68 referees’ reports from Spanish matches include racist insults from the stands.

_Idea

Change the names of the players’ shirts to the insults that they get. In other words, make the footballers go out onto the pitch as ‘Monkey’, ‘Slave’, etc., to highlight the insults that they get during matches.