Julio César Chávez is a Mexican boxing Hall of Famer with a 107-6-2 record who held multiple records, but struggled with drug and alcohol addiction during his later career which led to personal problems. He has now been sober for over 10 years and founded a rehabilitation clinic and foundation to help others battling addiction, raising funds through exhibition fights. The campaign aims to increase awareness of addiction issues and support for the foundation through social media and media outreach.

1. JULIO CÉSAR CHÁVEZ

2. OVERVIEW
• Mexican Hall of Fame boxer
• 107-6-2 pro record
• Multiple all-time records
(undefeated fights,
undefeated championship
fights, championship fights,
largest gate)

3. OVERVIEW
• During his last 30 fights he
was a drug-addict and an
alcoholic.
• Downfall of his career,
divorced with his wife, loss
of money and properties,
depression.
• He once was close to taking
his life.

4. OVERVIEW
• Right now, Julio César is fully
recovered and has 10+
years sober and clean.
• He has a foundation, a clinic
rehabilitation, and has made
exhibition fights to raise
funds to help drug-addicts.

5. CAMPAIGN GOALS
• Inform about the drug-
addiction problem.
• Increase the public support
to the foundation.
• Increase the brand
awareness of the clinics in
Facebook andTwitter.

6. TARGET AUDIENCES
• +15 years old
• Drug-addicts
• Low/middle class
• Society in general

7. MESSAGING
• Everybody can change.
• Sports as a channel to help
others.
• Addiction is a serious
problem.

8. OWNED MEDIA
• Foundation website
(information and statistics)
• Photos &Videos

9. EARNED MEDIA
• Media tours
• Press conference
• Interviews

10. SHARED MEDIA
• Social Media

11. SPOKESPERSON
• Julio César Chávez
• The foundation has his
name, he is the one inside
the ring doing exhibitions to
collect money to donate.
• Connection with audience.

12. REFERENCES
(n.d.). photograph. Retrieved from https://izquierdazo.com/wp-content/uploads/2019/11/576D8B26-
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(n.d.). photograph. Retrieved from https://izquierdazo.com/wp-content/uploads/2019/11/576D8B26-
DAF1-49E3-9247-A6A64E144474-758x504.jpeg
(n.d.). photograph. Retrieved from https://izquierdazo.com/wp-content/uploads/2019/11/576D8B26-
DAF1-49E3-9247-A6A64E144474-758x504.jpeg
(n.d.). photograph. Retrieved from https://files.rcnradio.com/public/styles/image_834x569/public/2019-01/
IMG_2419_0.jpg?itok=FotH8zzi
(n.d.). photograph. Retrieved from https://www.fundacionjcchavez.org/images/facebookShare.jpg
(n.d.). photograph. Retrieved from https://www.sportyou.es/blog/wp-content/uploads/2016/05/julio-cesar-
chavez.jpg
(n.d.). photograph. Retrieved from https://i2.wp.com/boxaldia.com/wp-content/uploads/2019/11/image-5.png?
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