Brazil is currently the world’s sixth largest economy. But when it comes to education, its position falls drastically. It is only in 88th position worldwide.

What could RBS do? As a Media Group, it should tell the facts, no matter how bad they sound, without changing them one iota. But it found a way in the very act of questioning.

We looked to the universal sign of questioning for the symbol of our campaign. We created a campaign with TV commercials, ads, radio pieces and a website. In all of the pieces, the only thing we did was to ask a question. Raising your hand, asking to speak and raising a question became the campaign's trademark.

The gesture became popular in the street, at schools, football stadiums and was even used by the highest authorities on the subject. The debate made its way on to the agenda of specialists, parents, teachers, students and ex-students.

We received 569,040 questions. And our greatest victory: a subject that used to be limited to academic circles is now being discussed by everyone in Brazil, always starting with the same gesture: a raised hand.

We looked to the universal sign of questioning for the symbol of our campaign. We created a campaign with TV commercials, ads, radio pieces and a website. In all of the pieces, the only thing we did was to ask a question. Raising your hand, asking to speak and asking a question became the campaign's trademark.

The Minister of Education, Aloisio Mercadante, took part in the initiative.

The Brazilian Congress approved a project that destined 10% of the country’s GDP to Education.

We received 569,040 questions about the status of education in Brazil.

Newspapers also joined the campaign, replacing traditional headline statements with questions.

Politicians, opinion makers and students formed panels for discussing the subject.

TV presenters also joined the movement.

Luís Fernando Veríssimo, one of Brazil’s greatest writers, raised his hand for education.

Football players on Brazil’s best teams also joined the campaign.

One of the world’s most important ballet companies, the Bolschoi, also raised its hand.

And best of all: the status of education was once again being discussed by the population.