ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Design for Good / Typography / Lettering
Annual ID
ADC105_DFG047M
Known as the country of soccer, Brazil is also one of the most violent countries in the world for women. While the sport is a deeply rooted cultural heritage, the same environment perpetuates a culture of machismo that normalizes violence. The consequences are alarming: Brazil ranks fifth globally in femicides, and a woman is assaulted every two minutes. On matchdays, when soccer should unite the country, this number increases by 26%.
To break the silence surrounding gender-based violence in a country deeply passionate about soccer, we transformed one of the most sacred symbols of Brazilian sports into a cultural awareness tool. We created an unprecedented version of the Botafogo jersey in which, for the first time, the uniform numbers were redesigned using real radiographs of fractured bones from women who were physically assaulted. Each number stopped being just an element of the game and began to carry the pain that the country insists on ignoring.
The execution began with the transformation of real radiographs of women who were physically assaulted into a custom typeface applied to the jersey numbers. Each digit was redesigned based on fractures of forearms, femurs, ribs, and skulls, sourced from news reports and public archives. The marks of violence were exposed without compromising the legibility required for official matches. What was once a purely technical identification element became a powerful visual manifesto that brought gender-based violence onto the field.
The initiative also led to concrete change. Two of the country’s main stadiums, Nilton Santos and Neo Química Arena, implemented anti-harassment training on matchdays. A rival club, Corinthians, adopted the typography on its jersey. The broken numbers also took to the streets, appearing in protests and demonstrations as a visual outcry against gender-based violence.
To break the silence surrounding gender-based violence in a country deeply passionate about soccer, we transformed one of the most sacred symbols of Brazilian sports into a cultural awareness tool. We created an unprecedented version of the Botafogo jersey in which, for the first time, the uniform numbers were redesigned using real radiographs of fractured bones from women who were physically assaulted. Each number stopped being just an element of the game and began to carry the pain that the country insists on ignoring.
The execution began with the transformation of real radiographs of women who were physically assaulted into a custom typeface applied to the jersey numbers. Each digit was redesigned based on fractures of forearms, femurs, ribs, and skulls, sourced from news reports and public archives. The marks of violence were exposed without compromising the legibility required for official matches. What was once a purely technical identification element became a powerful visual manifesto that brought gender-based violence onto the field.
The initiative also led to concrete change. Two of the country’s main stadiums, Nilton Santos and Neo Química Arena, implemented anti-harassment training on matchdays. A rival club, Corinthians, adopted the typography on its jersey. The broken numbers also took to the streets, appearing in protests and demonstrations as a visual outcry against gender-based violence.
2026 Awards
Total Points: 3
Merit Honor
Credits
Agency
Owly / São Paulo
Client
Nathan Lemos
Marcelo Furtado
Client / Brand
Botafogo de Futebol e Regatas / Rio de Janeiro
Production Company
Hunter Press / São Paulo
Art Director
Bruno Esteves
Chief Strategy Officer
Aline Alves
Copywriter
Ricardo Levy
Aline Alves
Creative Director
Ricardo Levy
Designer
Milena Franco
Film Director
Victor Bilbao
Photographer
Vitor Silva
Executive Producer
João Paulo Moralez
Client Approver
Paula Young
public relations
Douglas Meira
Related Awards
