Maria Julia Coutinho, the first weather black girl of the newscast with the largest audience in Brazil, became victim of racist comments on Facebook after her picture was posted on program's fanpage. Soon the Maju case, as it became known, began to reverberate across the country. Criola, an NGO that defends the rights of black women, wanted to raise awareness about the virtual racism and start a campaign in response to the act.
Using the geolocalization data and monitoring the activities of the authors on social network, we found the region where they live. Then we made them face their own words by putting their comments on billboards near their homes and in geotargeting ads on mobile phones.
To make people realize that a racist behind a screen can be closer than we think, we decide to put racist comments from social media on billboards near the houses of the offenders. The billboards were placed over eight Brazilian states to attract the attention to the cause all over the country and started a global discussion about virtual racism.
The billboards became a topic conversation worldwide generating more than US$ 5 mi in earned media. The searches related to “virtual racism” on Google increased  4x. NGO Criola's website reached over 152 countries. And 83% of the offenders deleted their accounts.