El Bocón: Empty Pages

This case study describes how the Peruvian edition of El Bocón, a South American sports newspaper, published an issue without any soccer news to campaign against the problems of violence associated with the sport.

El Bocón: Empty Pages

Publicidad Causa Lima

Advertiser: Espensa GroupBrand: El BocónCountry: Peru

Objectives

As a leading brand of sports newspaper and a huge sports fan itself, El Bocón needed to go beyond only saying something, to effectively doing something, about the problem of violence in soccer. It did so with this concept: "Violence will make soccer disappear".

This campaign hasn't increased sales but the results are amazing. Almost 150,000 copies of a special campaigning issue of El Bocón were sold and the earned media we generated reached more than a million people on the...

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