Every year objects such as umbrellas, drills, cell phones and even bibles are "mistaken" for guns by police officers in Brazilian favelas. These cases only expose the structural racism and prejudice that leads police officers to shoot innocent people because they assume that everyone who lives in the favelas is a criminal. Moreover, in Brazil, the policemen themselves are the ones who judge the crimes of the policemen. This means that none of these crimes result in convictions. Our goals with Save The Favela were to show this reality that only the favela dwellers know in a raw and real way, with the intention of denouncing this violence and changing the way justice in these cases is conducted in the country.

We created a music video based on real stories of people who died because they were in possession of objects such as drills, umbrellas, bibles,and cell phones "mistaken" for guns by police officers.The lyrics and scenes denounce the structural racism and prejudice with a real and raw aesthetic,that would make people who are not used to the reality of the favelas, feel inside that situation of violence.Our objective was to shock our spectators so that they would realize that these stories are real, not fictional, and fight for justice against police violence in the favelas.To amplify this message even more, this project was made for KondZilla, the largest YouTube channel in Latin America that has great property to talk about the reality of the favela by producing Brazilian Funk music videos and with Mainstreet that put in the project the biggest rappers in the country,who denounce this violence every day.

For Save the Favela's PR strategy,we sent the video music to main rap and funk influencers in Brazil,opinion makers and newspapers with influence in Brazilian politics.The result?We made news all over the country and dozens of influencers made their reactions watching the video clip.To reach each type of target, we had a different strategy in the production of the film.Our targets were:favela residents, to cause identification;Brazilian police,to cause a direct change in the violence;and the public who didn’t know the reality of violence in the favelas,to generate a collective mobilization for change in the justice of these cases.To reach each of them,we used the approach of KondZilla,with 66 million subscribers,the greatest artists of Brazilian Rap with 8 billions views,Andre Ramiro of Elite Squad movie and a realistic and raw aesthetic to shock people and encourage everyone with the call to action to fight for change in justice against police crimes.

We cast real people with no acting background who experienced police oppression to bring the reality of the poor communities of Brazil to life. Favela residents were also part of the team for added authenticity. The photography was carefully balanced between realism and aesthetics. 5 real stories were shown in the video and to catch the police attention we brought Andre Ramiro, the main character of Elite Squad, one of the most famous police movies in Brazil. To spread that we used the power of Kondzilla’s channel, the largest YouTube channel in Latin America, and Mainstreet Artists.

The project succeeded in helping to push for a change in the law of the Brazilian constitution. In March 2023 the majority of the Supreme Federal Court voted that the crimes of policemen will be judged by a common justice, like all other crimes,and not by a justice formed by other policemen as it was done before this. The video clip had over 1.5 million views in one month, 3 million interactions,and 2.4 million streams.Even with a strong criticism of police violence in the country,in a moment of great polarity in Brazilian politics, 99% of the comments were positive, with the perception that the music video does not criticize the entire class of policemen,but some cases of unprepared and violent policemen.The perception of production quality in KondZilla's channel also increased,as well as the perception of the public as a channel that is engaged in social issues,especially in the favela.