Ngo Criola: Mirrors Of Racism [video]

Credits & Description:

Agency: W3haus
Brand: Ngo Criola
Anunciante/Advertiser: Ong Criola
Country: Brazil
Advertising Agency: W3haus, São Paulo
Entrant Company: W3haus, São Paulo
Media Agency: W3haus, São Paulo
Pr Agency: W3haus, São Paulo
Production Company: W3haus, São Paulo
Additional Company: W3haus, São Paulo
Pr Director: Giusti (Giusti)
Copywriter: Mathias Almeida (W3haus)
Creative Director: Mathias Almeida (W3haus)
Editing.: Ricardo Gonçalves (Bossa Nova Films)
Rtvc: Bruna Marchi (W3haus)
Producer: Carolina Paranaíba (W3haus)
Production Designer: Joaquin Corsiglia (Bossa Nova Films)
Media Manager: Patrícia Angeletti (W3haus)
Editing.: Rafael Mesquiara (Bossa Nova Films)
Post Production: Rosa Felix (Bossa Nova Films)
Media Manager: Tais Trevisol (W3haus)
Producer: Lucas Costa (W3haus)
Head Of Art: Carlos Pimenta (W3haus)
Account Executive: Carolina Sanchez (W3haus)
Copywriter: Leo Razera (W3haus)
Account Manager: Verusca Carosio (W3haus)
Art Director: Vinicius Prego (W3haus)
Agency Producer: Yellow Mellow (Yellow Mellow)
Director: Livia Gama (Bossa Nova Films)
Executive Producer: Sandra Othon (Bossa Nova Films)
Casting: Taty Horta (Bossa Nova Films)
Dp: Walter Carvalho (Bossa Nova Films)
Post Production: Bruno Tsuda (Bossa Nova Films)
Production Manager: Claudia Camargo (Bossa Nova Films)
Creative Director: Moacyr Netto (W3haus)
Post Production: Valquíria Pacheco (Bossa Nova Films)
Music: Carbono Sound Lab (Carbono Sound Lab)
Managing Director: Lucia Xavier (Ngo Criola)
Copywriter: Moacyr Netto (W3haus)
Account Executive: Paula Alves (Bossa Nova Films)
Managing Director: Jurema Werneck (Ngo Criola)
Creative Vice President: Moacyr Netto (W3haus)
Art Director: Murilo Santos (W3haus)
Strategy:
All the data we collected was found on the offender’s social networks. We searched for their photos in order to recognize places they had been to; we also scanned through their online check-ins and geo-localization tags on their posts. In some cases, we looked at friends profiles to find places in common. Then, we crossed all the information we acquired to find the location of the offenders. We used this location to set up a geotargeted campaign, running mobile, desktop and billboard ads near the offenders houses. So, more than gathering data, this campaign is exposing this social data in a clever way in order to make racists rethink their behavior. And turning virtual racism into a global conversation.
Campaign Description:
By using geo location data and monitoring the activities of the offenders on social media, we found the region where each lived. We then made them face their own insults and words by publicly placing their comments on geotargeted desktop and mobile ads near their homes. We also placed the comments on billboards, for a larger impact. The website was used as a content hub to attract partners to expand the campaign: press, mobile ad companies, online ad sellers and billboard companies.
Outcome:
The campaign generated a huge amount of buzz and became a topic of conversation worldwide, producing more than US$ 48 million in earned media (source: Meltwater). The searches related to “virtual racism” on Google increased 4 times. NGO Criola's website reached over 152 countries and 83% of the offenders deleted their accounts, which proves they were impacted by our data driven targeting strategy. One of them even decided to support the campaign. The campaign had over 4,39 billion online impressions (Source Top Clip and Meltwater, report attached).
Synopsis:
Maria Julia Coutinho, the first black woman of the weather newscast with the largest audience in Brazil, was a victim of racist comments on Facebook, after having her picture posted on the program’s fan page. Soon, the Maju Case, as it was 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. The goal was to make racist people think twice before posting new offenses and to make the internet a better place for everyone.
Execution:
Once we had the location of the offenders, we contacted mobile and digital ads sellers and billboard companies that owned billboard spaces near their homes. They placed our geo targeted ads in more than 20 cities all over the country. The digital PR covering is also essential for making this project become a global conversation, with over 4,39 billion online impressions all over the world. Six countries asked us permission to use the campaign in their cities, which of course we gave. A book publishing company called Macmillan is using this project in one of their books, to teach kids that they words can cause harm on internet, in Spanish. The ads ran for 6 months.