Many people, passed by those street signs daily, without even knowing the real story behind those names. We wanted to make a statement, that no one who ever killed or tortured should be honored with their name on a street sign.

As the media is the Street Signs, we didn't had much room to tell a whole story, so we did it by comparison. We chose names of worldwide famous for their atrocities dictators, making exactly replicas of those signs and on the anniversary of the Military Coup we covered those infamous Brazilian street signs with those replicas. On the bottom of the sign we wrote a call to action: "Whoever killed or tortured cannot become a street name". We also drove people to a website where we told the whole story of those military, and invited the users to sign a petition to have those street sign names changed.

We had a simple and powerful execution. On the anniversary of the military coup, we covered those street signs with replicas honoring worldwide famous dictators. On the bottom of the sign we placed a call to action: "Whoever killed or tortured cannot become street name, help us to change this sign and the one underneath it" access the website: ruas da vergonha.org.br. On the website we described with detail the story of each military involved in death and torture, and in the end of that website we invited the user to sign a petition to change those street names. That Petition was delivered to the municipality.

There were 22 streets in Sao Paulo honoring those military.

Thousands of people signed our petition to change those street names.

2 streets have already got their names changed and 5 streets are in process to have their name changed as well.

The project opened a precedent for similar stunts around the country.

The military dictatorship ended in Brazil, 32 years ago, leaving thousands of dead and tortured. The people direct responsible for those barbaric acts were honored with several street names, around the city of Sao Paulo, and others cities of Brazil. For the survivors and for the relatives of the missing ones, this is an outrageous tribute, but many don't even know what is the story behind those street signs. So a direct and quick approach was necessary to call attention of the pedestrian and authorities.

Our aim was all the city citizens. Pedestrian, people who lived on those streets, the press, authorities, etc. We didn't had much money to spread the word, since our client is a non profit NGO. Besides in order to start a dialogue with the municipality to change a street name you got to have a massive amount of people's signature on a petition. People in general, seemed to be indifferent to presence of those names on those street signs, majorly due to ignorance of the story behind it. So we had to deliver a fast and powerful message to reach as many people as possible. We knew that on the anniversary of the Military Coup a massive media coverage is expected around the town, that's why we covered those signs on that day. On those signs besides the call to action we drove people to a website we created

Nucleo Memória is an NGO founded by ex tortured of the Military Dictatorship, that aims to repair some damages made by that government. Only in Sao Paulo, there are 22 streets honoring people directly involved with torturing and killing. Those streets signs, are an insult not only to the memory of the survivors but also to Brazil's democracy. The NGO asked for a campaign that would make clear what is the story behind those street signs, in order to call attention and mobilize the population. People were also requested on our website, to sign a petition asking to change that street names.