Ngo Criola: Mirrors Of Racism

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)
Account Manager: Verusca Carosio (W3haus)
Managing Director: Jurema Werneck (Ngo Criola)
Managing Director: Lucia Xavier (Ngo Criola)
Executive Producer: Sandra Othon (Bossa Nova Films)
Dp: Walter Carvalho (Bossa Nova Films)
Rtvc: Bruna Marchi (W3haus)
Media Manager: Patrícia Angeletti (W3haus)
Music: Carbono Sound Lab (Carbono Sound Lab)
Account Executive: Carolina Sanchez (W3haus)
Producer: Lucas Costa (W3haus)
Editing.: Ricardo Gonçalves (Bossa Nova Films)
Art Director: Vinicius Prego (W3haus)
Copywriter: Mathias Almeida (W3haus)
Creative Director: Mathias Almeida (W3haus)
Creative Vice President: Moacyr Netto (W3haus)
Editing.: Rafael Mesquiara (Bossa Nova Films)
Post Production: Rosa Felix (Bossa Nova Films)
Agency Producer: Yellow Mellow (Yellow Mellow)
Producer: Carolina Paranaíba (W3haus)
Copywriter: Moacyr Netto (W3haus)
Art Director: Murilo Santos (W3haus)
Account Executive: Paula Alves (Bossa Nova Films)
Post Production: Valquíria Pacheco (Bossa Nova Films)
Head Of Art: Carlos Pimenta (W3haus)
Production Designer: Joaquin Corsiglia (Bossa Nova Films)
Copywriter: Leo Razera (W3haus)
Creative Director: Moacyr Netto (W3haus)
Media Manager: Tais Trevisol (W3haus)
Casting: Taty Horta (Bossa Nova Films)
Post Production: Bruno Tsuda (Bossa Nova Films)
Production Manager: Claudia Camargo (Bossa Nova Films)
Director: Livia Gama (Bossa Nova Films)
Strategy:
Our strategy was to make racial attacks more visible, exposing it in the areas where the offenders live to make them, their community and friends realize how hateful their words sound. For every new billboard or geo targeted ad we activated the local press in order to increase the pressure on the offender and spread the message of the campaign: "virtual racism, real consequences". To launch the campaign we invited the national press, celebrities, activists and virtual racism experts for a press conference on the Brazilian Black Counsciousness Day, in Rio. After that day the campaign started to spread fast in Brazil and became a global topic conversation in less than a week. Since Maju is a journalist and her network doesn't allow her to mention advertising campaigns, we contacted other journalist and influencers with both black and white skin to promote the campaign on their personal channels.
Synopsis:
Please watch the CASE FILM for the whole background at http://www.saymyname.wtf/mirrorsofracism3Maria 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 attacking black people online and try 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 ran our geo targeted ads in more than 20 cities all over the country. Days before the placement of the ads we contacted the local press. Due to the power of the buzz and press coverage the offenders started to react. 83% of them deleted their accounts. Some of them where identified by friends and tried to explain their racist comments on their social networks. One offender even decided to support our campaign. 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.
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 and Top Clip). 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 that local press covering at their local communities was an effective way to intimidate and prevent them from promoting new racist attacks. Some of those who where publicly identified by friends tried to explain their racist comments on their social networks, before deleting their posts and profiles. One offender even decided to support our campaign (please watch the case film). The campaign had over 4,39 billion online impressions (source: Meltwater).
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 billboards near their homes and geo targeted ads on mobile phones and desktop. For maximum impact, for every new placed offense we activated the local press, making the racist offender think twice before attacking other people and spreading the message of the campaign: virtual racism, real consequences.