To make skills stand out more than limitations and urge people to respect diversity and overcome prejudices, we promoted a very special competition. Rodrigo Mendes, a quadriplegic and global leader for disability-rights competed against Cacá Bueno, a 5-time champion driver on equal terms. How is it possible? Driving by mind control. We built a car driven by an EEG brain powered and a technology that combine steering algorithms with track mapping. Guess who won. Everybody. And without the PR strategy part, we would not have achieved this greatest success.

The campaign spread our #Respect message and also marked the launch of the website "Everything Begins for Respect" (respeito.globo.com) that brings together all the content of the Social Responsibility department of TV Globo. Topics such as racism, violence against women, religious intolerance, homophobia, and of course, the inclusion of people with disabilities.

The project was launched in the opening race of the F1 season by Brazil's most influential sportscaster. Then, or film spread on TV and Web. 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 so impressed that make a video with Rodrigo and posted on her Facebook wall the story. The video figured on World Economic Forum facebook Page and had more than 630.000 views.

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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 also discussed on the Young Economic Global Leader Summit 2017 and World Economic Forum, besides important Social Responsibility events in Brazil.

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 an auto show, focused on automotive innovations and mobility trends

To enhance awareness and urge people to respect diversity and overcome prejudices our camping putted together 5 relevant influencers. Rodrigo Mendes, a global leader of disabled-rights, Cacá Bueno, a 5-time champion driver of the most important Brazilian race category, Galvão Bueno, the main sportscaster of Globo TV (the greatest television network in Brazil) and also Tan Le, the founder of the company Emotiv and a specialist in innovative technology. Our PR strategy showed that when we put together technology, sports and with social responsibility with creativity anything is possible.

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 also had the charisma of Cacá Bueno and his thousands of fans.

Each of them had his role, Rodrigo helped spread the message in seminars, lectures and in the Institute channels. Cacá gave interviews and posted in his social media.

The challenge kick off Formula 1’s season of 2017 and become the main subject in sports, entertainment, and news programs of Globo TV.

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.