Fans' mothers have been recruited as stewards to help stop fighting at a Brazilian football club.
Sport Club do Recife trained 30 mums ahead of Sunday’s derby against local rivals Nautico and instructed them to walk around the pitch in high visibility vests bearing the words Seguranca Mae – meaning 'Security Mums' in Portuguese.
The city of Recife was used to host matches during the World Cup last summer and has a bad reputation for fan violence in recent years.
Problems at football matches between rival supporters had become so bad that drastic action was required.
The club said the mothers underwent the same training regime as all security officials and volunteers working at the match which is one of the biggest derbies on the calendar for Recife.
Aricio Fortes, vice-president of Ogilvy, the PR company that devised the initiative, told the club's website: "The idea was to make the most fanatical supporters aware and help in some way to bring peace to stadiums.
"At the end of the day, no one wants to fight in front of a mother, especially his own."
It seems the scheme was a success with no reports of any arrests, although perhaps the home fans were appeased having enjoyed seeing their team win 1-0.
Sport and Ogilvy have collaborated before. Two years ago, the PR company ran an award-winning campaign to encourage fans to sign up for organ-donor cards.