To show that limits can be overcome and also prejudice, we challenged Rodrigo Mendes - a global leader for disability-rights - to be the first quadriplegic man to drive a race car with mind control. We build a special car for him, just like a Formula 1 car, and put #Respect all over it. To enable him to drive, we developed a hybrid technology combining EEG brain powered scanner, with steering algorithm and track mapping.

To increase awareness and broaden the discussion about respect, we launched the website "Everything starts with respect" (respeito.globo.com), a digital platform in partnership with the UN and non-governmental organizations, to urge people to respect differences and change attitudes.

The project was launched in the opening race of the F1 season by Brazil's most influential sportscaster. Then, the campaign got to other Globo’s personalities. It was a main featured in sports, entertainment and news programs.

Rodrigo Mendes presented the project at the Young Global Leaders Annual Summit, in Buenos Aires, and Tan Le, the creator of Emotiv EEG brain scanner was there. She was impressed and posted on her Facebook wall the story.

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So, we bring together renowned people from different areas, social, sports, communication and technology.

89 million viewers were impacted by the campaign on TV and Web.

The camping promoted 317% traffic increase to Rodrigo Mendes Institute fanpage and 273% traffic increase to the website of Rodrigo Mendes Institute

One of the videos about the project had more than 636.000 likes on facebook.

The project was featured in sports, entertainment and news programs on Globo TV, that covers 98% of all Brazilian cities, reaching 99.6% of the country's population.

It was discussed on Young Economic Global Leader Summit of 2017, World Economic Forum and it is already scheduled

to figure in important events of innovation, technology and social responsibility, as well as universities fairs.

Volkswagen invited us to present our car in "SAE", one important auto show that will present advances in the production of autonomous cars.

Our project is not relevant because of the race car built without pedals or steering wheels. It's not relevant because of the new hybrid technology we develop to drive this car with mind control. It’s not the art direction or the craft design. And if it has reached 89 million people, ok it’s a great number, but the results of our campaign can not be measure at all. Because it's just inside you. It's inside everybody. The most challenging barriers to overcome is our attitude, our judgments and all the limitations we have to deal with human differences.

Our primary target was Formula 1 fans, who in Brazil reach 28 million people. Our secondary target, Brazilian society as a whole.

We combined the awareness power of Globo TV – that covers 98% of all Brazilian cities, reaching 99.6% of the country's population - with the credibility of Rodrigo Mendes Institute and its relevant work that is done related to disabled people’s right of inclusive education.

We took advantage of Brazilians’ passion for Formula 1 to launch our campaign and soon became content in our TV programming.

Brazil has 45 million people with some disability. 53.8% are out of the work market. Illiteracy rate amongst disabled people older than 15 is of 81.7%. These data show that we live in a prejudiced society, in which disabilities stand out more than capabilities.

To transform this reality, it’s necessary to provoke a deep reflection and change people’s mindset when dealing with differences.

How could capacities draw more attention than disabilities? How can we show that limits can be overtaken and also prejudices? Everything starts with respect. And it is the bases of an equality society.

To spread this message, we combined the awareness power of Globo TV – that covers 98% of all Brazilian cities, reaching 99.6% of the country's population - with the credibility of Rodrigo Mendes Institute and its relevant work that is done related to disabled people’s right.