Purple August & their time

Botafogo, through the Hora Delas project, is promoting this Monday (24), during the match against Athletico, a series of awareness and anti-harassment and anti-violence actions against women at Nilton Santos Stadium. The initiative is part of Lilac August and will be carried out in partnership with L'Oréal Paris and Stand Up, the brand’s global program developed in partnership with the NGO Right To Be and, in Brazil, led by the NGO Cruzando Histórias.

During the match against Athletico, the partnership between Hora Delas and L'Oréal Paris will be present throughout the fan experience. Nilton Santos Stadium will be wrapped in the campaign’s visual identity, which will appear on the corner flags, pennants, and captain’s armband, specially customized for the initiative.

In addition to the visual communication, the L'Oréal Paris team, together with the NGO Cruzando Histórias, will hold a training session with fans in the East Stand, presenting the 5Ds methodology: Distract, Delegate, Document, Direct, and Dialogue. Showing that there are different ways to intervene safely in a situation of harassment and that everyone can help make spaces safer.

The program will also feature a talk on Botafogo TV, bringing together representatives from the institutions involved in the initiative. Taking part in the conversation are Maíra de Matta, General Director of L'Oréal Paris in Brazil, Bia Diniz, founder of the NGO Cruzando Histórias, and Karoline Lutti, Botafogo’s Marketing Coordinator and representative of the Hora Delas project.

Created by Botafogo to promote an increasingly safe and welcoming environment for women on event days, the Hora Delas project works to support and welcome female fans. The initiative seeks to broaden the discussion about safety and respect in the sports environment and encourage a change in behavior inside and outside the stadium.

The initiative continues the partnership between Botafogo and L'Oréal Paris, which, since 2024, have been developing awareness initiatives with employees and fans. This Lilac August, the partnership grows even stronger to reinforce a message that needs to be present inside and outside the stadium: respect, safety, and fighting harassment are everyone’s responsibility.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.