The longest stoppage time in football as a powerful sign against domestic violence
According to studies, men commit violence against women particularly frequently in the 10 hours after football matches. Reason enough for the city of Hamburg and Hamburger SV to shake up the whole of Germany with a prevention campaign. To do this, we took the violence to where no fan could look away. At HSV’s home match against Nuremberg on 3 November 2024, we hijacked the official scoreboard in the 90th minute with a historically long stoppage time: 600 minutes – preciseley the dangerous time from the point of view of many women.
A moment that made fans jump out of their seats
Exactly in the 90th minute of the match, HSV’s official stadium board displayed something completely out of the ordinary: an unprecedented stoppage time. The fans reacted immediately.
Live ticker content becomes display ads against domestic violence in realtime
We also got fans who don’t watch HSV matches in the stadium to watch them. Together with renowned football magazine 11Freunde, we created the first display ads that reacted in real time to live football tickers. Live commentary on the ticker page was taken up directly in the display ads in terms of content and text and impressively linked to domestic violence.
Results
The success of the campaign was not only reflected in the reporting and classic media KPIs, but also led to an honest and substantive discussion of the topic for many people for the first time, which was reflected in the calls for help and counselling services on the special landing page of the City of Hamburg.
Earned Media Impressions
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Consideration
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From stadium to press
Während die Aktion bundesweit die Medien eroberte, trafen die Fußballfans auf unsere Kampagne.
And even more importantly: directly to suitable offers of help.
Real men
ask for help.
And thanks to 600 minutes of stoppage time, they now know where:
hamburg.de/go/gemeinsam-gewaltfrei