Welcome to Brazil, considered the most polarized country in Latin America today. The last presidential election in 2022 was the closest in Brazil’s history.

On one side, a left-wing candidate; on the other, a right-wing candidate. And Brazilian society reflects much of what is happening in the rest of the world: divided opinions. On several hot-button issues, such as the legalization of drugs, gun ownership, and same-sex marriage, CNN has always sought to show both sides. The program The Great Debate, a hit in the USA, now has a Brazilian version, which is leading the audience rankings here as well. Each edition is a debate between a left-wing guest and a right-wing guest about a hot topic. So how could we show people that CNN is the best place to get information, debate and understand different opinions?

On one side a left-wing point of view, on the other side a right-wing point of view, and in the center, a current issue and CNN’s concept.

In a clear and practical way, we show people that CNN is the news channel that addresses both sides, highlighting our concept – All sides of the news – while also publicizing the program with the highest audience in the country: The Great Debate, which consists of a moderated debate on a single topic between one left-wing guest and one right-wing guest.

We chose places where CNN's audience is on the rise: state capitals.

And we ran the campaign in neighborhoods where there is a clear division between the left and the right wing.

For a week, we aired simultaneously in several heavily polarized neighborhoods.

Integrated with CNN's social networks, we promoted the campaign and shared the billboards on our digital channels, amplifying both the audience and the impact on the campaign.

In addition to impacting more than 800,000 people a day with the campaign on the streets, totaling 5,600,000 impacts during the week of the campaign, the ads ended up on social media. Like everything lately, controversial issues generate reactions and conversations. And that was our main objective. Debates arose about the themes we highlighted in the campaign. And so beyond the streets, our message about showing all sides of the news was amplified online with shares and conversations about the topics we chose. CNN affiliates in 3 countries, including the American network, asked to run the outdoor campaign in their countries, addressing current issues in each region.