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CHEIL BRASIL, Sao Paulo / NUCLEO PRESERVACAO DA MEMORIA / 2017
Overview
Credits
CampaignDescription
We were fighting against a street sign, but also against ignorance. Due to the army control of the history books, during the 21 years of dictatorship, people do not know much about those military on the street signs. We wanted to shine a light on this matter. We had to be quick and pungent, because in general, people do not pay much attention on street signs, since they're there forever. No one could be indifferent to our message. So, we replaced those names with replicas honoring worldwide famous dictators know for their atrocities, such as Hitler, Mussolini, Pol Pot, and put a call to action underneath it: "whoever killed or tortured cannot become a street name, help us to remove this sign and the one underneath it". We also invite them to visit a website we created telling the story of each military, sign our petition to change those signs.
Execution
On the anniversary of the military coup, we covered all street signs with replicas honoring worldwide famous dictators. Besides our call to action we place our website ruasdavergonha.org.br, on the bottom of the sign. On the website told the story of every military involved on those crimes and invited them to sign a petition to change those street signs. Since that day has already a massive media coverage, we were amplified by that movement and got thousands of signatures in a single day. Those signatures were collected and sent the municipality.
Outcome
Action business results:
we got thousands of signatures in a single day.
2 street signs got their name changed.
5 streets are in transit to get their names changed.
Awareness: People were educated about the real story of those signs, and joined sent support messages in our website and facebook page.
The project open precedent for similiar stunts around the country
Relevancy
The military dictatorship ended in Brazil, 32 years ago, leaving thousands of dead and tortured. In a unthinkable act, the direct responsible for those barbaric acts, were honored with 22 streets names in the city of Sao Paulo. So, We wanted to send a powerful massage, in the name of the survivors and relatives, but we were very short of money, since client was a non profit NGO. In order to speak loud, media was our major tool: we use those infamous street signs in a guerrilla stunt, to spread our message.
Strategy
On the Military coup anniversary, a date where many protest against the dictatorship takes place in Sao Paulo, we covered those street signs we replicas honoring worldwide dictators. On the bottom of each sign we placed a call to action: Whoever killed or tortured cannot become a street name, help us to change this sign and the one underneath it. On the website we told the story of each military, and invited the user to sign a petition to change that street's name. We caught media's and people's attention, and it grew very fast and organically. A person to person stunt became a massive wave of signatures and protest against those street signs.
Synopsis
Nucleo Memória is an NGO founded by ex tortured of the Military Dictatorship, that aims to repair some damages made by that government. Only in Sao Paulo, there are 22 streets honoring people directly involved with torturing and killing. Those streets signs, are an insult not only to the memory of the survivors but also to Brazil's democracy. The NGO asked for a campaign that would make clear what is the story behind those street signs, in order to call attention and mobilize the population. People were also requested on our website, to sign a petition asking to change that street names.
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