Racism in Brazil is a structural issue that is often present in the media but not adequately discussed. Cases of racism in businesses grew 800% between 2020 and 2022, according to the Brazilian Justice data. 251 deaths were confirmed in stores, and thousands of lawsuits were opened. So, stores and markets are frequent locations for such incidents to occur. Recently, these cases have been exposed on TV, highlighting the concerning issue that needs to be addressed. The University Zumbi dos Palmares aims to end racism and discrimination, with the ultimate goal of no longer needing to exist. While this goal is yet to be achieved, it is crucial that we take action to combat racism in all its forms.

Racismo Zero aims to use shopping elements as a means of exposing instances of racism and transforming them into opportunities for education. This platform has been providing education in social contexts where racism is prevalent, going beyond the traditional classroom setting to effect change. Receipts to Keep Fighting, the first tool behind this platform, not only uses the receipt printer to educate store owners, employees and consumers, but also turns it into a legal and emotional support channel for racism victims at the exact place and moment the cases happen. It helped bring these issues to the forefront of discussion. This approach puts pressure on companies and individuals to take action against racism and discrimination, ultimately leading to a more inclusive and equitable society.

In a country where black consumers make up 55% of the population, it's disheartening to note that 70% have experienced aggression while shopping, underscoring the entrenched nature of structural racism within retail environments. These distressing incidents have recently gained attention on television, emphasizing the urgent need for addressing this pervasive issue.

The University Zumbi dos Palmares is committed to dismantling racism and discrimination, aspiring towards a future where its mission is no longer necessary. While this goal remains a work in progress, it's imperative that proactive steps are taken to combat racism in all its forms.

Racismo Zero's media delivery focused on awareness to expand and engage the message through a 360 strategy, both on online and offline.

With high visibility and an expressive audience, the campaign platform reached more than 35 million impacts in less than 30 days.

With more than BRL 1.5MM in Earned Media, ‘Racismo Zero’ was broadcasted on Open TV, Pay TV, OOH and Digital, expanding the campaign reach through many important portals and influencers with more than 15MM followers on social networks in total.

Among online channels, the biggest delivery came from Instagram, where 66% of the campaign mentions were made by organizations, achieving our main goal.