Pilsener brings the ‘red flags’ to the real world with MullenLowe Delta

The most popular beer in Ecuador highlights the ‘red flags’ most shared by the community on social media through football to raise awareness about gender violence.

Pilsener, together with the professional football teams Liga de Quito, Barcelona, ​​​​Emelec, IDV and La Liga Pro, launched #SpotTheRedFlags, a campaign created by the agency MullenLowe Delta, aimed at highlighting these warnings (red flags) appearing on social media pops up with the famous “🚩” emoji.

“I yell at you because I love you,” “All my exes were crazy,” “Is that how you date?” are some of the most shared red flags on social media. However, many of these warnings, which started as a trend to warn women about possible relationships with gender violence, are lost in the digital world due to the sheer amount of content uploaded every second. That’s why they had to be brought into the real world for everyone to see.

Pilsener, hours before the official men’s match between Liga and Aucas, and in honor of International Women’s Day, transformed the four red corner flags in the Rodrigo Paz Stadium (Liga’s stadium) into four warning flags with the most shared phrases by the digital community that represented danger or inappropriate behavior in relationships. These red flags caught the attention of fans, players, journalists and media across the country.

The action was repeated in several matches on the same date, taking advantage of the moments of greatest interest to capture everyone’s gaze inside and outside the stadium. In addition, the brand shared educational content on its social media about the red flags and their meaning. A website was also created to collect and highlight hundreds of warning signs, and together with eight foundations, women who visited the website could contact gender violence specialists if they needed help.

MullenLowe Delta, together with Pilsener, will continue to promote their commitment to raising awareness of gender violence in the country through this and other initiatives they have worked on in the past.