We promoted a dispute between different people on equal terms. On the one side, a quadriplegic global leader for disability rights. On the other, a famous pilot, five-time Brazilian Champion. How is it possible? Driving by mind control.

If a quadriplegic can drive a racing car, what else is a disabled person unable to do?

The campaign also marked the launch of the website "Everything Begins for Respect" 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. An initiative in partnership with the UN and non-governmental organizations to promote respect for differences and mobilize society in the fight for the rights of people vulnerable to discrimination and prejudice.

To enhance awareness, we built a very special car without pedals or a steering wheel.

Our innovation team combined EEG brain powered technology, steering algorithms and track mapping.

Until the challenge day at an official race track, the car had been tested over than 5,000km. It was 7 months of work and more than 100 people involved.

The dispute happened on VelloCitá speedway in Sao Paulo, Brazil.

Cacá Bueno and Rodrigo Mendes had 3 chances each one to score the fastest lap. Who won? Everybody.

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

Globo TV reaches 99.5% of potential viewers, practically the entire Brazilian population, with 122 broadcasting stations that deliver programming to more than 183 million Brazilians. The network has been responsible for the 20 most-watched TV programs broadcast on Brazilian television. Globo TV is a great storyteller, a specialist. And know that there is no better way to moved and touch people’s hearts of people than entertainment. This is a kind of story that deserves to be told all over the world.

The Brazilian is passionate about Formula 1. We already had great champions and one of the biggest national sportsman, Ayrton Senna. Generations grew up watching the F1 races.

So there was no better time to launch the campaign than the first race of the season. Presented by Galvão Bueno, the most influential sportscaster in Brazil, the Australia Grand Prix was seen at the same time on TV and on the internet.

The story was featured in sports, entertainment and news programs on Globo TV.

Rodrigo Mendes, Cacá Bueno and Galvão Bueno were 3 influencers, who along with cross programs help to amplify the message of awareness about physical disability

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.