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MALI: Refs for Change
Media Type:
Online
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Industry:
M.A.L.I. (Mouvement Alternatif pour les Libertés Individuelles) used this unparalleled achievement to hijack the World Cup conversation with its new campaign “Refs for Change”, launched on the occasion of the 16 Days of Activism against Sex-Based Violence, an initiative that enables these female referees to go beyond football itself and become messengers of change across the world. Every time one of the female referees blows the whistle during a World Cup 2022 match, M.A.L.I. tweets in real time to highlight women who have pioneered and succeeded in other male-dominated fields.
Credits
Advertising Agency:
TBWA\RAAD, UAEDate:
December, 2022
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