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Mirrors of Racism

Award: Wood Pencil

Wood Pencil / Outdoor Advertising / Ambient / 2016

On July 3rd, 2015, Maria Julia Coutinho, the first black weather presenter on a major Brazilian newscast, received several racist comments on Facebook.

We decided to track the racist individuals location using the geotag data, checkins, friends data and event activities on their social networks. We then put their comments on billboards near their houses to make them face their own attacks and realize how hateful they could sound.

The billboard messages quickly spread across mass media and started a conversation on the internet, making virtual racism a global topic of discussion.

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