Machado de Assis is an essential part of Brazil’s culture. His face should be known by

everyone. It is not, however. Because his image was whitened so that Machado de

Assis could be appreciated by the racist society of the 19th century.

Zumbi dos Palmares, the largest university of black culture in Brazil with more than

90% black students, has put this historical mistake right. Thus, creating a true

opportunity for ‘errata’ against prejudice and in favor of diversity.

A historic correction made to prevent the continued perpetuation of racism in

literature; to encourage current authors of color; to give society a chance to reflect on

Brazil’s greatest author; and for all generations to recognize the brilliant black man

that he was.

Zumbi dos Palmares University recreated the image of the writer based on historical

data and recently discovered photos.

We analyzed historical photographs, consulted the university’s collection and worked

with forensic facial reconstruction specialists in order to recover Machado de Assis's

real face.

And we presented Brazil with the first real image of Machado de Assis. This image was

made available on the internet for people to update their books. Creating a historical

‘errata’ and showing Brazilians the real face of the greatest writer in the country.

To generate support for The Real Machado de Assis movement, our direct strategy

started on World Book Day: we invited readers who had books with the old picture of

Machado de Assis to take them to the university and have them updated.

Digital influencers and important voices of the ‘black cause’ accepted the invitation

and embraced the idea, spreading the image and the website of The Real Machado on

their social networks.

On the website, people also had the opportunity to sign the petition that urged

publishers and bookstores to stop printing, publishing and selling books in which the

author’s whitened image appears and to replace the prejudiced image for one of the

real Machado de Assis

The design execution started presenting the real image of Machado de Assis for the

first time in history, generating wide conversation about racism in Brazil, the greatest

cause defended by Zumbi dos Palmares University.

Then, the image was made available on the internet for people to download it and

update their books. Creating an organic, historical ‘errata’ against prejudice and in

favor of diversity.

It spontaneously took over the Brazilian media for weeks and this generated a

movement on the streets and the internet. Politicians, celebrities, authors and

influencers embraced the cause and also signed the petition.

This put pressure on libraries, bookstores and editors to update their books. And it

worked. For the first time in history, a book was printed with the image of a black

Machado. It is on exhibition in the most important institution of Brazilian literature

founded by Machado.

The campaign spread like wildfire: 230M impacts, USD 106M earned media and the

organic search on Google for Machado de Assis increased by 974% in just one week.

The Real Machado de Assis generated a movement. This put pressure on libraries,

bookstores and editors to update their books. And it worked. For the first time in

history, a book was printed with the image of a black Machado. It is on exhibition in

the most important institution of Brazilian literature founded by Machado. It was the

best result for Brazilian people.