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A Pawn can beat a King
A-8-27    Saatchi & Saatchi Ukraine

The Ukrainian Chess Federation and chess athletes themselves have a limited audience, so even such a loud act as public refusal to take part in the main event in the cost of champion status, wouldn’t provide high public visibility. The goal was to share the case with the wide audience outside the community of chess athletes to draw attention to the problem of gender inequality in certain countries. Poster «A pawn can beat the king» — story about the big changes that a small pawn can cause. The current world champion in chess declared a boycott for Saudi Arabia and refused to play in a country that violates women's rights. Athlete automatically lost 2 championship titles which she had. However, she did it consciously. The main achievement of the poster: it withdrew the discussion of women rights violation from the narrow sports community to the grass-roots.