31 YEARS CELEBRATING THE POWER OF IDEAS
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Corporate Name of Client: Criola
Heads of Client Services: Jurema Werneck/Lucia Xavier
Media Planners: Patrícia Angeletti/Tais Trevisol
PR / Marketing Company: Giusti, São Paulo
Agency Account Executives: Verusca Carosio/Carolina Sanchez
Agency: W3haus, São Paulo
Chief Creative Officer: Moacyr Netto
Creative Directors: Moacyr Netto/Mathias Almeida
Copywriters: Moacyr Netto/Mathias Almeida/Leo Razera
Art Directors: Murilo Santos/Vinicius Prego
Head of Art: Carlos Pimenta
Heads of Production: Bruna Marchi/Carolina Paranaíba/Lucas Costa
Retoucher: Yellow Mello
Production Company: Bossa Nova Films, São Paulo
Director: Livia Gama
Executive Producer: Sandra Othon
Producer: Claudia Camargo
Post-Producers: Valquíria Pacheco/Bruno Tsuda/Rosa Felix
Editors: Ricardo Gonçalves/Rafael Mesquiara
In Brazil, 53% of the population are declared to be black or mixed, and hate speech against race is crime. Nevertheless, virtual racism is the second most reported internet crime. And the numbers won't stop increasing. In the last two years, it has raised 34%. On July 3rd, 2015, Maria Julia Coutinho, the first black weather presenter on a major Brazilian newscast, received several racist comments on Facebook. In response to this attack and others targeting black people, we decided to track the location of racist individuals using the geotag data, check-ins, friend data and event activities on their social networks. We then put their comments on billboards near their houses in order to make them face their own attacks and realize how hateful they could sound. The campaign became a topic conversation worldwide generating more than US$ 5 mi in earned media. The searches related to “virtual racismo” on Google increased 4x. NGO Criola's website reached over 152 countries. And 83% of the offenders deleted their accounts.