We wanted to give the message in the most creative way to draw enough attention to the cause.

The two teams were going to play again, in the return game. We thought that everyone who was watching the match would be awaiting an answer against racism, and Fox Sports wanted to talk to them at this moment: during the broadcast of the match. The idea was to show everyone how children saw people. For them no matter if the Hulk is green , the Smurf is blue or if SpongeBob is yellow, the skin color does not matter.

We gave to some children in a school in Rio de Janeiro, Brazil, some drawings of Tinga and other players from the Brazilian team. And asked the children to colour it as they saw them. After that, FOX changed the usual photos of players that appear in the beginning of the broadcast match with their drawings, and in the end viewers got the message: "These drawings were painted by children. For them, the skin color doesn't matter. For you it shouldn't as well."

With this unique action the movement against racism began.

The message aired on the highest-rated Brazilian pay TV event on that day.

At the time of the action, more than 100,000 people were impacted, that counting only men between 18 and 49 years old. The channel has over 12 million subscribers, estimated that the total impacted with the action exceeds 1,000,000.

$0 dollars spent on media. Tinga got his drawing in a live show and said that it was one of the greatest tributes he has ever received.