The challenge of the campaign carried out by AC Milan in collaboration with Lega Serie A was to raise public awareness in Italy about Constitutional Court ruling no. 131 of 2022. This ruling declared the automatic assignment of the father's surname to newborns discriminatory, giving parents equal opportunities. Despite the legislative change, public awareness has remained low. The choice was to primarily reach the audience less involved in discussions about family law or gender equality, particularly the male supporters of Serie A football. Emotionally engaging this audience and raising their awareness through the right channels was a crucial task. Additionally, we needed to convey the importance of this social issue in a relatable and impactful way to stimulate discussion and support at the national level. The task required a creative solution capable of overcoming traditional communication barriers, leveraging the power of football to highlight a change in Italian laws and cultural practices, and aligning with AC Milan's ongoing commitment to social causes.

Our solution was both simple and powerful: on International Mother’s Day, AC Milan players took to the field wearing their mothers’ surnames on their jerseys. This symbolic gesture brought attention to the Constitutional Court’s ruling by making visible what had often been invisible—the role of mothers in shaping identity.

The campaign, titled "Her Name in the Game," was soon embraced by other Serie A teams, including Cagliari, Udinese, Torino, Genoa, Hellas Verona, Lecce, and AC Milan's women’s team. Strategically, we focused on leveraging the emotional power of football to drive the conversation. By aligning the initiative with a significant day—Mother’s Day—we tapped into the hearts of both male and female fans. The campaign’s placement across social media, TV broadcasts, and live events ensured massive visibility, amplified by spontaneous engagement from players, teams, and fans.

The effort resulted in 150M reach across 30 countries, with a 38.1% engagement rate and a positive sentiment of 93%. With zero budget spent on media, the campaign generated over 4 million euros in earned media, further proving its effectiveness in both raising awareness and enhancing AC Milan's reputation as a socially responsible club.