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Public Service/Social Welfare Campaign


Entrant: W3haus, São Paulo
Criola - "Mirrors of Racism", "Mirrors of Racism"

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

Description of the Project:
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.