Por Los Jóvenes Don Bosco & Racing Club — “Jóvenes de Primera” Campaign

Overview
Por los Jóvenes – Don Bosco is an organization that supports socio-community projects across Argentina, focusing especially on children, adolescents, and young people in vulnerable contexts. Rooted in Salesian values and the historic connection between Don Bosco and Racing Club, the agency developed a powerful idea in 2024: to connect the organization with the Racing fanbase through a campaign that used football as a vehicle to amplify its message. This is how “Jóvenes de Primera” (“Top Division Youth”) was born — a proposal that brought the mission of Por los Jóvenes straight to the hearts of thousands of supporters.

The Campaign
The campaign was inspired by a well-known story among Racing fans: the legendary goal scored by Chango Cárdenas, who famously carried a Don Bosco prayer card in his shin guards that day. Drawing from that moment, we distributed similar prayer cards to the youth players in Racing’s lower divisions as a symbolic gesture of encouragement on their journey to the top. It was a way of merging spirituality, effort, and dreams — values shared by both sport and Salesian identity.

The initiative grew with the support of key club figures. Gustavo Costas, Iván Pill

Community Engagement & Expansion
As part of this alliance, Racing Solidario visited a Don Bosco vocational training center in Avellaneda, spending a day with young people learning trades and building real opportunities for a better future. Some of the youth even had the unforgettable experience of attending a match and cheering in the stands with signs they had made themselves.

The campaign also included a giveaway of a jersey signed by the team’s players, which helped generate new leads and grow the organization’s database for future initiatives.

Results
The impact was significant:

• A strong emotional connection was built between Racing and Por los Jóvenes – Don Bosco


• The campaign achieved a 78% reduction in cost per lead compared to previous campaigns


• A sense of belonging and meaning was cultivated among the youth and the broader community

But beyond the metrics, the most powerful outcome was the emotional and spiritual resonance. As the organization wrote to its supporters after Racing’s championship win: “The real secret of a champion isn’t just in football — it’s in faith, effort, community, and the will to overcome.”