Huge mirror in São Paulo shows people condemned by corruption in action created by Momentum for Estadão
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
The campaign goes even further. In addition to putting the issue on the table, it presents the possibility of real change with #voteinteligente (#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.
"This is a crucial moment for
"Seeing yourself as one of many affected by the problem is essential to change this picture. The action was designed to encourage a change that can materialize in the upcoming elections. We seized the opportunity to highlight the importance of quality journalism, as there are no civil rights or democracy without it. This must be very clear in times such as these, with growing disinformation and fake news," said Momentum CEO
The campaign will make progress in ads, Estadão social media profiles and an action focused on a group of influencers who has received an issue of Estadão with a laminated cover, alluding to the mirror.
The action coincides with a time of strong popular support for corruption investigations. More than 90% of Brazilians want the Car Wash Operation, the largest corruption investigation in history, to continue until the end, no matter the costs, according to a survey carried out by Ipsos in March. The share of participants in favor of the investigations has remained at this level in regular surveys done by the institute in the past two years. The latest report also shows that 7 out of 10 respondents believe that the investigation has potential to make
* Data are part of monthly study Pulso Brasil, carried out by
Technical sheet:
Client
O Estado de
Momentum
CEO
Fernanda Chaccur
Art Director
Diogo Ornaghi
Writer
Jam Cenografia
AV Producer
Boogie Man
Digital Producer
Reprise
Press Relations:
Approval – Client:
Flávio Pestana
Press relation contacts:
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SOURCE Momentum
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