Due to racial bias in the Brazilian Health System, more than 14 million black patients tend to wait longer than white patients to get medical attention in the ER. In some cases, these extra minutes can lead to their death. But this racial discrimination remains unseen.

University Zumbi dos Palmares, Brazil’s only educational institution focused on the inclusion of black people, wants to make this racial discrimination a topic of discussion in Brazilian society. The objectives of the campaign were to generate awareness among the Brazilian population.

We ran the campaign on different media in Brazil’s most important cities, from newspapers like Jornal Tribuna, Jornal de Brasilia, and Jornal o Expresso to OOH in the most important avenues around Rio de Janeiro. In the first few days, +300k Brazilians spent almost +5 million minutes reading our posters.