Sport Club Internacional's 'Side by Side' Reduces Sports Rivalry

By: Laura McQuarrie - Jun 13, 2015
References: internacional.br & creativecriminals
People are so passionate about soccer in Brazil, the end of matches often result in major instances of sports rivalry, such as violent fights and outbreaks on the street. In order to make attending a soccer match fun once again for families and people of all ages, the Sport Club Internacional set up a campaign called 'Side by Side.'

People were sent out a surprising invitation to a highly-anticipated match, but of course, there was a big catch—they would be required to walk a kilometer to the stadium with a fan from the opposite team member and sit beside them throughout the match.

Since this encourages people to see that the other fans are just ordinary people rather than the enemy, this humanizing campaign is a clever way to curb violence by essentially having rival fans walk a mile in each other's shoes.