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Public Service/Social Welfare


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

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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: Carolina Paranaíba/Lucas Costa

Head of TV: Bruna Marchi

Production Company: Bossa Nova Films, São Paulo

Production: Claudia Camargo

Producer Desinger: Joaquin Corsiglia

Director: Livia Gama

Executive Producer: Sandra Othon

Post-Production: Valquíria Pacheco/Bruno Tsuda/Rosa Felix

Editors: Ricardo Gonçalves/Rafael Mesquiara

Sound Design Company: Carbono Sound Lab, São Paulo

Description of the Project:
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.