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FC Barcelona, on the occasion of International Women's Day this March 8, and in its firm commitment to diversity, equality and inclusion, took a further step with different actions to defend the importance of giving visibility to women in the world of sport.
And today, International Women's Football Day, the club is presenting a video that shows the impact that this stance has had in the digital environment, with significant and representative data of a society that is increasingly aware and committed to equality in football and sport in general.
A partnership with Pantone to create the new colour 'Barça Lilac', a symbol of equality and the result of the mixture between the club's original colours of blue and red, was the starting point that permeated not only the Spotify Camp Nou and the Estadi Johan Cruyff, but also all the club's digital platforms, which all featured this colour and the powerful, profound and empowering message that accompanied it.
This call for equality was followed by an essential analysis of reality: an experimental video produced by the club that showed the reactions of Mapi León and Lewandowski to the offensive comments that the Barça women's team receives every day on social networks. 'Stop posting about this stupid team, nobody cares', 'Gey back in the kitchen' or 'Women's football is not real football' are just some of the messages the women's first team are constantly exposed to and that Barça wanted to show to the world.
This global campaign, far beyond just being about Women's Day, has become a part of the Barça identity, a strong statement that is already part of the club's DNA and which has managed to generate 240 million impressions, 46.5 million video views and 10.1 million interactions in the digital universe