For twelve consecutive matches in the Brazilian football league, fans of Botafogo watched their team unaware of a silent message taking shape on the players’ backs. A small black dot appeared on the jersey—no flashy color, no logo, no slogan—just a subtle mark next to the player’s number. But behind this unassuming detail lay one of the year’s most powerful awareness campaigns.
Titled O Patrocínio Que Ninguém Viu (“The Sponsorship No One Saw”), the initiative was created by agencies End to End and Área 23 in collaboration with Instituto Melanoma Brasil. Its aim: to warn the public about melanoma, a type of skin cancer that is rare yet deadly—and often goes unnoticed until it's too late.
The campaign’s concept was strikingly simple: with each game, the black spot on the jersey grew, mimicking the silent progression of melanoma. Although it accounts for only 4% of skin cancer cases in Brazil, melanoma is responsible for 80% of related deaths. A dangerous and invisible threat.
True to life, almost no one noticed the mark during the matches. Only after twelve rounds did Botafogo unveil the truth on social media with a bold question: “Did you notice the spot on our jersey?” The reveal sparked widespread reactions, with fans revisiting previous games to track the subtle evolution of the mark.
By sacrificing valuable sponsorship space on its jersey, Botafogo made a bold move—turning one of football’s most coveted advertising platforms into a message of public health. A dedicated website for the campaign offers education on melanoma symptoms, prevention methods, and the urgency of early diagnosis.
Rebecca Montanheiro, president of Instituto Melanoma Brasil, praised the initiative: “The invisible spot on the jersey is a powerful metaphor. Melanoma behaves the same way—you don’t see it, you ignore it, and sometimes when you notice it, it’s already too late.” Pedro Souto, Botafogo’s marketing director, emphasized the social role of football: “Football has the power to deliver essential messages. This campaign proves that sometimes what we don’t see is what matters most.”
O Patrocínio Que Ninguém Viu is more than a clever campaign—it’s a call to action. It shows how communication can be both emotional and educational. With a small, growing stain, Botafogo managed to deliver a message of life and urgency, proving that awareness can be stitched into the very fabric of the game. And sometimes, the most powerful messages are the ones hidden in plain sight.
