Reclame Aqui is the main independent organization for consumer protection in Brazil. Our platform has more than 15 million active users and receive more than 7 million different complaints every month, most of them related to the difficulty of cancelling any type of contract, a task that can take hours, days or even months. That's why we created a campaign targeted to the main Brazilian service companies—those that make us waste our precious time everyday trying to solve simple issues—and put pressure on them to demand serious change, with a clear message: “Your customers’ time is worth way more than you think.”

We invited a famous graffiti artist to illustrate the time they make us waste while waiting. And he did it right in front of the companies' headquarters. He began to paint at the exact moment he called each company to cancel his contract and only stopped when the problem was completely solved.

The art created during calls remained on the walls in front of the companies' HQs, reminding them how valuable our time is to be wasted. They also became posters, ads and content on social media, impacting millions of people. Finally, “Art of Waiting” inspired the drafting of a new law: now people will be able to cancel services automatically in less than 5 minutes.

The research is our own database. 7 million different complaints are made every month, most of them related to the difficulty of cancelling any type of contract, a task that can take hours, days or even months.

We wanted to put pressure on the most offending service companies and demand from them serious change because, after all, our time is worth way more than they think.

We showed people in a tangible way how valuable people’s time is, specially when companies make them waste on telephone call

Graffiti arts were made in front of those companies to remind everyone about how valuable time wasted is. It also became posters, ads and content on social media.

People identified a lot with the idea and shared it on their social networks, reaching millions of users.

The pressure was so high that the government created a new law. Now people are able to cancel services automatically in less than 5 minutes.

We invited a famous graffiti artist to illustrate the time they make us waste while waiting. And he did it right in front of the companies' headquarters. He began to paint at the exact moment he called each company to cancel his contract and only stopped when the problem was completely solved.

Cancelling a contract of any service in Brazil can take hours, days or even months. That's why Reclame Aqui, the most important independent organization for consumer protection in the country, decided tackle this problem by showing the most offending companies how valuable their customers' time is.

Our strategy was to face the problem in a very targeted fashion. We went to the front door of these companies' headquarters, called their call centers to cancel a service and made visible the time they made us wait to solve the problem.