GINGA and Mercado Livre support grassroots soccer by bringing goalposts and nets to the fields.
Brazil is passionate about soccer, but the grassroots of the sport,
its most talented players, not infrequently begin their
careers in poorly structured fields,
where the first goal doesn't hit the net because often
there isn't one.
With the aim of encouraging the practice of soccer throughout the
country in a better way and with better structure, GINGA and Mercado Livre,
one of the largest e-commerce networks in Brazil,
have teamed up to create the "#TáNaRede" campaign.
After mapping the poorly-structured fields across the country, the "#TáNaRede" initiative donated nets and goalposts to around 500 soccer fields in Brazil, benefiting more than 30,000 people with more than 500 kits, which contained customized goal nets, goalposts and other items, distributed in community fields across the country. In addition, nets were placed on fields that already had goalposts.
Recognizing the collective nature of soccer, the kits were also made available for purchase, with all proceeds going to the Gol de Letra Foundation, an institution that promotes social development and encourages education in underprivileged communities, especially through sport.
The campaign featured the participation of notable figures such as player Formiga and the unmistakable narration of streamer Casimiro Miguel in the promotional film. In addition, defender Diego Lugano actively participated in the delivery of the new nets to various campinhos around Brazil.
The recognition was so great that the campaign won a bronze trophy at the MMA Smarties Brazil, in the category Marketing of Influencers and Creators, promoted by @mma.latam, and also a global highlight when it won gold in the "Digital" category at the prestigious @premioslusofonosdacriatividade, a festival that celebrates the creativity of countries that share the Portuguese language.The initiative impacted around 75 million people, with wide dissemination on various channels, promoting access to soccer with more fun and, of course, support.
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