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AB INBEV, Sao Paulo / AB INBEV / 2018
Overview
Credits
CampaignDescription
There were no data available for the Brazilian population. With this lack of information, people could continue to assert that they were not prejudiced and ignore such a serious problem.
With the research, the first of its kind to deal specifically with current prejudices as sexism, racism, fatphobia, among others, SKOL has not only shown a cruel reality, but also encouraged dialogue, promting respect and unity among people, going beyond the role of a beer and having real impact on society.
MediaStrategy
SKOL is a brand with innovation in its DNA, encouraging people to come together and respect diversity. In the summer of 2017 the brand wanted to reinforce their position against everything that pushes people away.
Since the press already covered intolerance, the brand realized that conversations about prejudice were based on common sense with no data to understand the situation in depth. Therefore, SKOL Dialogues was created, the first nationally covered poll about unconscious bias in Brazil. The results were widely disseminated to the press encouraging dialogues and respect for diversity.
SKOL took inspiration of the results that talked about sexism, fatphobia and homophobia as insights for a series of films, both on and offline, that were part of its summer campaign.
Outcome
The research was widely disseminated organically by the press, on both on and offline venues. The strategy provided a first-hand disclosure to Fantástico, the most important Brazilian weekly variety show, by the country’s main tv channel – with a story on intolerance in Brazil, potentially reaching of more than 15 million people.
After the disclosure. We catered regional efforts working the regional press, showing which prejudice occurred more frequently in that particular part of Brazil.
The survey was reported on more than 170 news venues across the country, including newspapers, magazines and news sites. Of these, 21 vehicles rated the news as highly relevant that they shared the information on their social networks. With these results, the survey had a potential reach of more than 81 million people across the country.
SKOL was mentioned by 99% of the publishers as the brand responsible for the survey, reaching channels where a beer brand is not usually cited, such as politics and behavior.
Several events and lectures in large national companies today often use the data as the basis of their speeches and the brand was even sought by a publisher to ask permission to use the results in a textbook.
Relevancy
SKOL is a brand with innovation in its DNA, encouraging people to come together and respect diversity. In the summer of 2017 the brand wanted to reinforce their position against everything that pushes people away.
Since the press already covered intolerance, the brand realized that conversations about prejudice were based on common sense with no data to understand the situation in depth. Therefore, SKOL Dialogues was created, the first nationally covered poll about unconscious bias in Brazil. The results were widely disseminated to the press encouraging dialogues and respect for diversity.
From this the brand created films summer campaign.
Strategy
The research was conducted by Ibope Intelligence, one of the most prestigious research institutes in Latin America. More than 2,200 people were interviewed, with both genders, over 16 years of age, from all regions.
The participants had to answer a series of questions to understand if they felt prejudiced, if they had already committed any prejudice or seen happen, such as:
Do you think you have any kind of prejudice?
What kind of prejudice do you think you have?
These comments have already been made and I would like you to say if you have already said and / or heard any of these comments or similar
Do you remember recently someone close to you made any comments that might be considered biased? It could have been friends, family, co-workers, etc.
When you hear a biased comment, how do you react?
Even though you are not a biased person, do you remember having already made any comments or had any attitude that might be considered prejudiced?
I will read some comments that others have already made and would like you to say if you have already said and / or heard any of these comments or very similar comments.
Synopsis
In Brazil, a country known worldwide for its hospitality, there is another side that is not much discussed: prejudice. Even with 54% of its population being blacks, there is a lot of racism. Even with 51% of all Brazilians being women, the country is sexist. However, prejudice was not self-identified or widely discussed by society. SKOL, that always played the role of bringing people together, wanted to do the research to show the reality and encourage discussion to inspire people to get closer.
The SKOL Dialogues poll provided data needed to prove just how current and necessary it is to discuss the issues of prejudice in Brazil. Through the research, which was widely disseminated organically by the press, people began to reflect and discuss unconscious biased prejudices: although they affirmed that they were not prejudiced, they had already spoken and heard sentences loaded with prejudice in various everyday situations.
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