The #weareallmonkeys campaign started as a real demand from footballer Neymar Jr: at the game against Espanyol, on March 29, some fans threw bananas at him, and after the game against Granada, some fans aimed monkey noises at Neymar Jr as he arrived at the Camp Nou stadium.

After those incidents, Neymar Jr decided to speak out against racism.

Our challenge was to reach as many people as possible, send a message against racism and get a conversation about racism started.

The strategy was to use Neymar Jr's influence and power on social media and launch a humorous campaign that ridiculed acts of racism and took the sting out of the word "macaco", used as a racial slur.

After footballer Daniel Alves ate the banana thrown at him during the game against Villareal, giving a brilliant and irreverent response against racism, Neymar Jr started the #weareallmonkeys campaign posting a photo to support his team mate on social media and making a humorous statement against racism.

Right after Neymar Jr's posts on social media, ordinary as well as famous peoples and even heads of state joined the campaign, eating bananas and saying no to racism.

This entry is appropriate to PR Lions as just a photo of a celebrity helped us get a debate on racism started worldwide, a debate like which has not been seen in a long time.

The campaign had been worked on for a few days. On April 27, right after Daniel Alves ate the banana thrown at him during the game against Villareal, we launched the campaign through Neymar Jr's posts on social media. The campaign is still generating a lot of mentions on social media and news stories on the web, newspapers and TV.

The only tactic for the success of the campaign was to use the power of Neymar Jr on social media to spread the fight against racism.

Everything went on according to plan and the campaign was a great hit.

Right after Neymar Jr launched the campaign, thousands of people posted photos featuring bananas and the #weareallmonkeys hashtag. The campaign spread worldwide. Several celebrities joined in, including the president of Brazil, Dilma Roussef, and the prime minister of Italy, Matteo Renzi.

We reached our goal and got a public debate on racism started not only in Brazil, but all over the world.

The campaign generated over 6 million interactions led by Neymar Jr on social media and made the cover of several publications around the world. On TV, many show hosts ate a banana on their shows.