Challenge

APAV relies on IRS consignations to fund its support for domestic violence victims. The challenge, stand out during tax season and make people act for a silent, invisible problem.

Insight

August 2023. Viktor Gyökeres scores and celebrates by covering his mouth. The gesture goes viral, repeated 43 times that season, copied by fans everywhere. A sign of triumph on the pitch. A symbol of silence at home.

Idea

Gestures That Matter. We hijacked a viral football celebration and reframed it as a metaphor for domestic violence victims silenced in their own homes.

Execution

A 100% digital campaign in June 2024. Influencers, athletes, and fans replicated the gesture, this time to raise awareness and drive IRS consignations to APAV.

Results

+17% increase in IRS consignations compared to the previous year. Over €150,000 more raised to support victims. 10x higher engagement in social media than the year before.

Most importantly, the campaign transformed a football celebration into a cultural act of solidarity, turning silence into support.