Have you ever asked yourself if a person dying without care in the hallway of a public hospital is condemned by corruption? What about people who stretch their budget to pay for private health insurance because of the failure of the public health system? And a family who cannot place a child in daycare? Someone without a job? An entrepreneur forced to close shop due to a crisis caused by low confidence? Yes, all of them are condemned by corruption. Regardless of the individual story of each Brazilian citizen, we have 217 million victims in a country where few are in jail paying for the crime of pocketing public resources.
To call attention to the issue, advertising agency Momentum created a special campaign for newspaper Estadão. A huge mirror set at Praça da Sé, a square in the heart of São Paulo City, on April 2-8, invites onlookers to recognize themselves as “condemned” by corruption. The idea behind the action is that, seeing their faces, people realize that they suffer the consequences of the embezzlement of government funds.
The campaign goes even further. In addition to putting the issue on the table, it presents the possibility of real change with #votointeligente (#smartvote). With this motto, the campaign encourages people to get more information to choose the best candidate for all government seats out for grabs in the October elections.
Integrated advertisement created by Momentum, Brazil for Estadão, within the categories: Media, Public Interest, NGO.
Customer Service: Gabriel Vallejo, Rafael Mattos
Planning: Rodrigo Coelho
Graphics: Quirino Nogueira
Production: Danielle Ferreira, Ariane Torres, Marcos Lessi
Creative Director: Fernanda Chaccur
Art Director: Diogo Ornaghi
Writer: Manoel Pires
Staging: Jam Cenografia
AV Producer: Boogie Man
Digital Producer: Reprise
Press Relations: GIUSTI
Approval - Client: Flávio Pestana, Marcelo Moraes, Larissa Martinelli