Peace in football. This is what motivated Sport Club do Recife and ad agency Ogilvy Brazil to promote, on February the 8th, an action called ‘Security Moms’. Its immediate success led to a full prime-time coverage by local broadcasting giant Rede Globo on its Sunday evening show Fantástico.

Approximately 30 women, mothers of Sport supporters, had been trained and prepared to join the security staff for the team’s match against Náutico at Arena Pernambuco. In full uniform (including safety vests) and on guard in strategic points throughout the stadium, the mothers caught the attention of all attendees, including their own children, in an attempt to raise awareness on the importance of the fight against violence between rival football supporters.

The action also monitored some of the most overzealous supporters reacting to the discovery that those in charge of their fellow supporters’ security were none other than their own moms. Before…