2020 // @ HavasPlus
Background:
Brazil was the last occidental country to abolish slavery, that had a profound effect in our society: structural racism. An unwanted legacy still lives in our culture, behavior and most important, our language.
Insight:
In a world where everyone is connected and has a mobile, words have become exponentially more powerful. Now, the words you use can reach millions of people.
And TIM, one of Brazil’s biggest phone carriers, has diversity and inclusion as its brand pillars and knows the crucial role smartphones have in influencing today’s society.
Idea:
We created a mobile keyboard called TIM Conscious Keyboard that alerts the user when a racially word or expression is used. It than teaches about the history behind the word and proposes a different vocabulary. The way, creating a more inclusive environment in our society.
My part:
I was part of the creation of the idea, the idealization of the app, and most of all, I was responsible for creating the strategy behind the initiative’s amplification. It was based on a teaser that had influencers buzz on Twitter, a launch with tutorials, influencer testimonials and ads, and a support phase with more influencer’s contents and some posts about app’s outreach.
Results:
• #7 on the app store in the first day of release.
• Structural racism in the language became a subject of morning shows.
• PR coverage in more than 30 national media outlets in 4 countries.
• It served as inspiration for similar initiatives.