In Brazil, 54% of the population is black, while 82.2% of congressmen, 90% of CEOs and 84% of journalists are white. In a country that lacks black representation in spaces of power, there is an urgent need for collective action to multiply the spaces occupied by the black community.

Raça Magazine, the largest Afro Culture publication in Brazil, saw an opportunity to take action on social media.

Black Characters is a tool that rethinks the use of Twitter to amplify black voices. Twitter has a limit of 280 characters. But the average number of characters per tweet is 33. That means there are 247 characters left to be occupied by a black voice. People can write their tweets as usual, while the tool completes their text in real time, filling in the unused characters with black voices related to the content being written.

The collaborative tool includes 25 years of Raça Magazine’s publications and allows the black community to co-create the database by including new content.

Raça Magazine was on the move to increase its digital presence. By identifying the demographic profile of the magazine's target audience, we realized the relevance of Twitter among social networks, and the influence of opinion leaders on the platform. Then we launched the tool and used the brand purpose to approach the community in helping amplify black voices.

Black Characters were launched on April 4, the anniversary of the death of Dr. Martin Luther King Jr.

As an ever-evolving collaborative tool, it can exponentially impact audiences as more people start using it on a regular basis.

The content, placed on the space left by unused Twitter characters, includes 25 years of Raça Magainze’s publications, and can also be co-created by the black community.

Black Characters became Raça Magazine's most successful campaign in 25 years, raising brand mentions by 379% on social networks, with 98% positive sentiment. The project engaged opinion leaders and has generated, in its first month, more than 40,000 co-created contents that amplified thousands of black voices.