Cannes Lions

CRIME REPORT HOTLINE

GIOVANNI+DRAFTFCB, Rio De Janeiro / DISQUE DENUNCIA / 2011

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Overview

Entries

Credits

Overview

Execution

In order to get even closer to the population, we turned outdoor walls across town into billboards, by making use of graffiti art, a form of art that used to be marginalised and persecuted by the Police is now fighting crime. Those walls, located at strategic spots in Rio de Janeiro, carried messages and images that encouraged the population to denounce criminals through the phone number of the Crime-Report Hotline.

Outcome

The impact was immediate, on the streets, on the media and on the Internet. The population approved of the project: thousands of messages complimenting the action were posted on the website of the organisation, on blogs, and social networks. There was spontaneous coverage by print media, TV and the Internet, doubling the number of phone calls to report crimes in Rio de Janeiro.

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