In Brazil racism is sneaky and disguises itself on the little things. It is still a problem that sometimes people have a hard time perceiving.

So, we took inspiration from a famous quote from Martin Luther King:

“The ultimate tragedy is not the oppression and cruelty by the bad people but the silence over that by the good people.”

And set out to shed a light on a problem that everyone should be aware of: Silence.

We wanted to raise awareness on the necessity to speak out when faced with a racist situation.

We transformed a ringtone into a beat that became a hymn with lyrics inspired by historical antiracist speeches. An original song written and sung by one of the most powerful black voices in Brazil: Negra Li. The song invites everyone to “Get out of the silence mode”. This ringtone became available to be installed in every phone.

A narrative that has not sound as a driver, but a silenced sound. That becomes a mean to inspire and drive awareness to a problem people couldn’t see.

By embracing that tune TIM Mobile gave everyone the opportunity to become an amplifier of this message. And in the end, transformed millions of calls that happen every day in a medium to make an Anti-racist Calling.

On Black Consciousness Day the first call was made on famous podcasts. During the interviews the mobile phone of the hosts started ringing. The initial reaction would be to silence the smartphone, but as they heard the calling, they allowed it to play, letting the spectators hear the inspiring song. They explained about the importance of speaking out against racism and invited everyone to Download the tune on their smartphones.

After that, influencers amplified this message by using the tune on their smartphones and sharing it with the public.

The tune got more that 1,2 MM streams on Youtube.

• The ringtone got more than 60k downloads.

• Influencers started using the anti-racist ringtone on their phones and shared it with their followers.

• The idea got the attention of major media outlets.