Pilsener - Pilsener brings up 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 soccer to raise awareness about gender violence.

Pilsener, together with professional soccer 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 alerts (red flags) that appear on social media with the famous " 🚩" emoji.

"I yell at you because I love you," "All my exes were crazy," "Are you going out like that?" are some of the most shared red flags on social media. However, many of these alerts, which began as a trend to warn women about potential relationships with gender violence, get lost in the digital world due to the vast amount of content uploaded every second. Therefore, they needed to be brought to 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 at Rodrigo Paz Stadium (Liga's stadium) into four alert flags with the most shared phrases by its digital community representing danger or inappropriate behaviors in relationships. These red flags caught the attention of fans, players, journalists, and media across the country.

The action was replicated in several matches on the same date, taking advantage of the moments of greatest attention to capture everyone's gaze inside and outside the stadium. Additionally, the brand shared educational content about the red flags and their meaning through its social media. A website was also created to collect and highlight hundreds of red flags, and along with eight foundations, women visiting the website could connect with gender violence specialists if they needed help.

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