SITUATION

THERE IS NO DEMOCRACY THAT CAN WITHSTAND A DIVIDED COUNTRY.

The Government knew there was an imminent risk. Given the history of attempts to undermine democracy, any communication that was not precise could generate backlash and further contribute to the country's division. We needed to reclaim the values of mutual identification among Brazilians, regardless of their ideologies. The clock kept ticking, with threats to the nation. Something needed to be done. Quickly.

BRIEF

Engage Brazilians in a movement to reconnect for the strengthening of a fundamental value for our nation: democracy.

OBJECTIVE

• Drive awareness about the importance of reconciling Brazilians, prompting the resumption of dialogue.

• Reinforce democracy as a fundamental value for our nation.

• Cease tension caused by hate speech and polarization.

• Rebuild social fabric by awakening genuine values of the Brazilians: wamrth, unity, compassion and respect.

BRAZILIANS ARE KNOWN FOR BEING SOCIABLE AND KIND, SO WE CREATED A CAMPAIGN TO RECLAIM THESE VALUES.

We did the unthinkable in a divided society and reestablished dialogue among citizens with different views. To generate engagement, we combined two irresistible elements of Brazilian culture: MUSIC + SOAP OPERAS.

We took advantage of the year-end celebrations to launch a song featuring artists from various genres and ideologies as spokespeople for a powerful message, suggesting putting aside disagreements. Following that, we released seven films based on social tensions that needed to be diffused. The plot twists, typical of soap operas, sparked reflection, showing that what unites us is stronger than our differences.

On the anniversary of the attacks, to further reinforce the strength of our democracy, we placed giant replicas of the Constitution in front of the attacked institutions, concluding the campaign by showcasing to the world the power of our unity.

A POWERFUL INSIGHT

WE NEEDED TO CHANGE THE ATMOSPHERE TO DISMANTLE THE TENSIONS THREATENING OUR DEMOCRACY

Knowing that the press would be recalling the anniversary of the attacks, we subverted the PR logic and set a new perspective for the date, initiating a movement that involved artists, the government, and society. Social tensions captured everyone's attention and discussing them was the first step to resolving them.

The message was urgent:

THERE WERE MORE ELEMENTS UNITING US AS A NATION THAN SEPARATING US AS INDIVIDUALS.

Such message would be meaningless if we couldn't reach all Brazilians, regardless of ideologies. That's why the release of the song was the first element of sensitization. Then, the publication of the soap operas drew attention by going viral on social media. The final phase, marked by the anniversary of the attacks, aimed to redefine the date with symbols that proved the strength of our democracy.

THE EARNED MEDIA PLAN COMBINED THREE STRATEGIES TO AMPLIFY CONVERSATIONS, SUBVERTING THE TRADITIONAL PR APPROACH.

Firstly, artists released the song organically, showcasing their pride in the movement. Secondly, the government drafted letters personally delivered to parliamentarians, including those from the opposition, urging unity across party lines to promote reconciliation.

Finally, society reacted to the soap operas, causing the content to go viral on social media.

We created a strategic timeline, taking advantage of the end-of-year festivities to sensitize Brazilians, leveraging upcoming attack anniversaries to deter extremism.

Making a bold move to subvert the logic of PR, we focused on actions that would generate conversations amplifying the campaign's message. Thus, the topic would be driven by Brazilians to the press. The result? The campaign changed the bias of news coverage. Instead of showing weakness, we showed the world the strength of our democracy.

WHAT UNITY IN A DEMOCRACY LOOKS LIKE:

• +2 million interactions on social media

• Trending topic on Twitter

• Majority of positive comments

• +410 million impressions

• +180 million views on campaign videos

A CAMPAIGN THAT COULDN'T BE UNSAID

• + U$13 MM in earned media.

• +140 press placements

• Over 6 minutes of journalist commentary on Brazil's largest news channel

• Over 40 Brazilian authorities (including parliamentarians and ministers) shared the campaign organically

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 CAMPAIGN

• 9 out of 10 Brazilians disapprove of antidemocratic acts and the attempted coup in Brazil.

• 95% of Brazilians believe that the attacks on January 8, 2023, 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.

AND THE WORLD RECOGNIZED BRAZIL AS AN EXAMPLE OF DEFENDING DEMOCRACY.