We were fighting against a street sign, but also against ignorance. Due to the control of the history books, during the 21 years of dictatorship, most people do not know much about those military honored on the street signs. We wanted to shine a light on this matter. We had to be quick and pungent, because in general, people do not pay much attention to street signs, since they have been there forever, but no one could be indifferent to our message. So, we replaced those names with replicas honoring worldwide famous dictators know for their atrocities, such as Hitler, Mussolini, Pol Pot, and put a call to action underneath it: "Whoever killed or tortured cannot become a street name". We also invite them to visit a website we created telling the story of each military, and sign our petition to change those street names.

On the anniversary of the Military Coup, we covered all those street signs honoring murders and torturers with replicas honoring worldwide famous dictators. Besides our call to action we place our website ruasdavergonha.org.br, on the bottom of the sign. At the website we told the story of every military involved on those crimes and invited the user to sign a petition to change those street signs names. Besides those signs we had volunteers around the city to work as the project interface in case people had questions regarding the stunt. Discussion groups were raised that day and hundreds were educated. We got coverage on several the News channels. The NGO directors were interviewed and it was broadcast to the whole country. Thousands of people signed the petition and spread pictures of the signs and shared the website we created.

We got a massive media coverage, the strategy of working along with the anniversary of the Military coup worked terrifically well, and the Project “Streets of Shame” became the major protagonist during that date, on 2017. Those street signs were on the major News around the Sao Paulo. And since Sao Paulo is the biggest city of the country, it became national news.

We got to educate and to raise the rage of the population against those street signs. We got thousands of signatures for the petition and thousands os people share the campaign and pictures of the website on a single day, without investment.

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

The project open precedent for similiar stunts around the country.

The military dictatorship ended in Brazil, 32 years ago, leaving thousands of dead and tortured people. In a absurd act, the people directly responsible for those barbaric acts were honored with 22 streets names in the city of Sao Paulo. We wanted to send a powerful massage, in the name of the survivors and relatives, but we were very short of money, since our client was a NGO. So in order to spread out the message an activation was a perfect tool.

We didn't had much money to spread the word, since our client is a non profit NGO. And in order to start a dialogue with 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 the names on those street signs, majorly due to ignorance of the story behind it. So we had to be fast and powerful 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 telling the story of each military, and them invited them to sign a petition to change those street names.

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.