Almost half of the victims of oppression and human rights violations in Brazil never report to authorities (for fear, shame, ignorance). We wanted to inspire these people to break their silence and fight for their rights, while recruiting new members for Amnesty International.

Amnesty International wanted people to break silence. Drivers are a captive audience, especially when they’re going through a tunnel without even the radio to sing along to. We used radio in a disruptive way. By speaking out when silence is expected and focusing on silence in both the messaging and the choice of media, Amnesty’s message resonates loud and clear.

The project managed to get both people’s and media’s attention and ignite the discussion about human rights and the importance of reporting violations so authorities can do something to defend everyone’s rights. By making people think and discus, our goal was fulfilled. Silence was broken after all.