The #weareallmonkeys campaign started as a real demand from footballer Neymar Jr: at the game against Espanyol, on March 29, some fans threw bananas at him, and after the game against Granada, some fans aimed monkey noises at Neymar Jr as he arrived at the Camp Nou stadium.

After those incidents, Neymar Jr decided to speak out against racism.

Our challenge was to reach as many people as possible, send a message against racism and get a conversation about racism started.

The strategy was to use Neymar Jr's influence and power on social media and launch a humorous campaign that ridiculed acts of racism and took the sting out of the word "macaco", used as a racial slur.

After footballer Daniel Alves ate the banana thrown at him during the game against Villareal, giving a brilliant and irreverent response against racism, Neymar Jr started the #weareallmonkeys campaign posting a photo to support his team mate on social media and making a humorous statement against racism.

Right after Neymar Jr's posts on social media, ordinary as well as famous peoples and even heads of state joined the campaign, eating bananas and saying no to racism.

This entry is appropriate to PR Lions as just a photo of a celebrity helped us get a debate on racism started worldwide, a debate like which has not been seen in a long time.

The goal of the campaign was to provide a response against racism and get a conversation about it started. The more people got involved, debating racism, the greater the success.

Initially, the target audience of the campaign was Neymar Jr's followers on Instagram, Twitter and Facebook. But we wanted to see the whole world talking about racism.

The research was based on the fact that Neymar Jr has a great influence on social media. We knew that once he launched the campaign, his followers would immediately help spread the message and the #weareallmonkeys.

From April 25-30, more than 6 million interactions were led by Neymar Jr. Three posts on Instagram alone generated more than 1.3 million interactions and 131,682 mentions via the hashtag. There were more than 1.1 million interactions on Facebook and more than 3.6 million mentions on Twitter..

Among the many celebrities, President Dilma Roussef supported the campaign on Twitter, mentioning the #weareallmonkeys, as well as Italian prime minister Matteo Renzi, who also participated in the campaign by eating a banana.

Additionally, the campaign made the cover of several publications both in Brazil and in other countries; several TV show hosts joined the campaign and ate bananas live on their shows.

The campaign had been worked on for a few days. On April 27, right after Daniel Alves ate the banana thrown at him during the game against Villareal, we launched the campaign through Neymar Jr's posts on social media. The campaign is still generating a lot of mentions on social media and news stories on the web, newspapers and TV.

The only tactic for the success of the campaign was to use the power of Neymar Jr on social media to spread the fight against racism.

Everything went on according to plan and the campaign was a great hit.

This campaign was planned for Neymar Jr, a footballer known worldwide, playing for Barcelona and the Brazilian national team.

The problem that elicited this campaign was racism, something that affects not only football players, but black people in our society at large.

The strategy of the campaign was very simple: to use Neymar Jr's power and influence on Twitter, Facebook and Instagram to get a worldwide campaign against racism started. As Neymar Jr is a fun-loving, happy-go-luck guy, the communications followed that tone. In a humorous way, we took the sting out of the word "macaco", leaving racists fans powerless. As we have all learned as a child: nicknames only stick if you let them bother you.