TIM: The awareness keyboard – detecting racism one keyboard at the time

TIM, a telecommunications company, launched a campaign in Brazil to educate people about everyday vocabulary and attitudes to help deconstruct structural racism.

Campaign details

Brand: TIMLead Agency: HavasPlusRegion: LATAM

Strategy

Objective

Brazil has a shameful past when it comes to slavery and unfortunately, we still feel the effects today when it comes to popular expressions that are still in use but that have racist origins.

TIM has implemented several projects promoting diversity and inclusion in the country, and today we can say that this focus has become one of the most relevant pillars of the brand. Anti-racist activism on social networks represented an opportunity for the brand to mobilize against hate speech. Particularly with the #BlackLivesMatter movement that reactivated and bolstered...

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