Truth Mirror: a huge mirror reflecting the real people condemned by corruption.

Have you ever asked yourself if a person dying without care in the hallway of a public hospital is condemned by corruption?

What about a family who cannot have access to a good education for their child?

Someone without a job?

And people killed by lost bullets on a street daylight?

Regardless of the individual story of each Brazilian citizen, we have 213 million victims in a country where few are in jail paying for the crime of pocketing public resources.The idea behind the action is that, after seeing their faces, people realize that they suffer the consequences of the embezzlement of government funds. The campaign extends to ads, Estadão social media profiles, incentive of #smartvote usage, and a newspaper special edition with a laminated cover sent to opinion leaders, alluding to the mirror.

After a 2 months challenge gave by Estadão, a huge mirror measuring 6x4 meters was set at the heart of São Paulo city, the Praça da Sé: an iconic place, today filled with baggers, drugged children and unemployed people, all victims of deviated public money to corrupt politicians pockets.

The mirror stayed for one week and, at the same time, a newspaper special edition with a laminated cover was sent to opinion leaders. Immediately the hashtag #smartvote started to get used by the people impacted and Estadão social media profiles, generating a consciousness wave to this year's election.

The campaign extended to a sequencial ads along the next 3 weeks and a global PR coverage generating articles in more than 60 countries.

The project and the timing of launch, on the same week that the former president Lula was arrested by corrupt acts, resulted in the affirmation of Estadão brand credibility about real information being the only weapon to defend people's interest, and mainly powered the conversation about the real people condemned by corruption, with massive results after generating articles in more than 40 countries.

A total of 652 articles in Brazil and the world impacted more than 116 million people, bringing a new point of view for the greatest political crisis ever in Brazil.