SITUATION

A CHALLENGE OF BEING IN THE RIGHT PLACE, AT THE RIGHT TIME.

The political and social tension that plagued Brazil had a set date to reach its peak: January 8, 2024, the anniversary of the antidemocratic attacks. More than just setting up a security scheme around the attacked buildings, we couldn't let extremists appropriate that date as a milestone for antidemocratic discourse.

It was necessary to send a powerful message to Brazilians: DEMOCRACY IS A NON-NEGOTIABLE VALUE IN OUR COUNTRY.

BRIEF

Change the bias of the news coverage of the date, marking Brazil's image as an exemplary country in defense of democracy.

OBJECTIVES

- Turn January 8 into a symbol of democracy resistance rather than a day of celebrating the attacks.

- Drive awareness about the non-negotiable value of democracy.

- Prevent new attacks from happening

A OUTDOOR ACTIVATION THAT COULDN'T BE UNSEEN

• + U$13 MM in earned media.

• +70 press placements

• 10.5 million impressions on Facebook in a single day

The reach of earned media was much higher than in other government campaigns, reaching mainstream outlets in Brazil (Globo, SBT, Record) as well as international press outlets (Reuters, Fox News, Latina Press).

BUT THE MOST IMPORTANT THING WAS THAT, AFTER THE ACTIVATION:

• 9 out of 10 Brazilians disapprove of antidemocratic acts

• 95% of Brazilians believe that the attacks were an attempted coup or act of vandalism.

• Fences protecting the buildings symbol of democracy could be removed

• 0 attacks were recorded on the anniversary of the attacks

The massive constitution image gave a sense of security on its own. We didn't just provide physical protection; we showed the world the most powerful symbol of our democracy.