In Paraguay, one out of four children is not registered after their birth, meaning they have no birth certificate and therefore no official identity. UNICEF persuaded presidential candidates to commit to solving the issue with a campaign centered around a soccer match where the players weren't referred to by name for several minutes. During the opening minutes of the world cup qualifier match against Uruguay, two TV channels and four radio stations broadcast the commentary without using any of the players' names. Instead, they referred to them by number. Afterwards, a UNICEF message was played, saying "Like these players, we all need a name and nationality", with a call to action for presidential candidates. Agency Oniria/TBWA also persuaded celebrities to tweet about the message using the hashtag#nonamematch. As a result, every candidate agreed to commit to a series of actions to tackle the issue if they became president.