The Second Scoreboard

Background

For women in Costa Rica, when big football matches were televised, it could be a time of trouble. The combination of soccer, higher levels of alcohol consumption, tension and excitement was a potent mix. Complaints of domestic violence increased by as much as 690% during games according to the Ministry of Women's Affairs.

Idea

Four different organisations came together to find a solution. The Ministry of Women's Affairs, the Costa Rica Soccer Federation, Teletica, the country's largest broadcaster, and J. Walter Thompson, who came up with the idea of adding a new scoreboard next to the match scoreboard.

This 'Second Scoreboard' would not track the game, but list in real time the number of domestic violence complaints as they were being made through 911 calls.

Costa Rica's top footballers supported the campaign at launch and Teletica commentators referenced the 'Second Scoreboard' during games.

Social media pick-up was high, generating more awareness and the subject was debated in the Costa Rican legislature.

Results

The Ministry said its target is zero violence but the campaign has so far led to a reduction in complaints of 40%.

Our Thoughts

Domestic violence seems like a universal, intractable problem. Experts say that the first step to solving it is to promote awareness.

Perpetrators may remain in denial of their own culpability, but see it in others and understand its destructive power. Over time, social and peer group pressure can play their part in reducing it.

The paradox here is that soccer is both a trigger for domestic violence and the best way to highlight it to male audiences through role-model condemnation and the brilliantly simple 'second scoreboard'. So soccer may be both a cause and a cure.

The second paradox is this: as awareness is heightened, so you might expect reporting to increase. The opposite seems to be taking place here, suggesting that progress really is being made.