Marielle Franco was an activist and politician who advocated for human rights. In 2018, she was brutally murdered. Through technology, Marielle's powerful speeches could be read by pointing at her graffiti scattered around the city with a mobile camera. From this activation, we created an engaging experience that also allowed them to share her message and learn more about her cause.
The Voice of Marielle
Reviving a voice through technology to fight for social justice.
Client
- Instituto Marielle Franco
Office
- Spain
Many people know her name, but not what she stood for. Connecting her voice to her images is a way of not letting her struggle fade and lose meaning. We are using technology to ensure that the memory of black women is protected and disseminated forever across generations.
Anielle Franco
Executive Director of Marielle Franco Institute and Marielle's sister
Marielle Franco was a Brazilian activist and politician who advocated for the country's underprivileged. Her speeches in favour of human rights, LGBTQ+ people and favela dwellers upset many important people. She was the voice that encouraged black women and marginalised people to enter politics and open up decision-making spaces.
In 2018, at a time when the far right was beginning to take control of the country, Marielle was brutally murdered. It was a clear attempt to silence the voice that most represented the people. In response, Brazilian street artists painted thousands of portraits of Marielle across the country. Her face is immediately recognisable, but her speeches were being forgotten.
We used a data-driven, audience-focused strategy. Gathering information about Marielle's life and message, the campaign targeted people committed to social justice, focusing on women and marginalised groups. Mobile technology, specifically smartphones, was the platform of choice. The campaign used AI to collect thousands of images of Marielle, ensuring that even low-end mobiles could recognise her image and enable the widest possible reach. By activating a website containing her powerful speeches by pointing their cameras at Marielle's graffiti, users could create an engaging experience that also allowed them to share her message and learn more about her cause.
The press conference launch attracted national and international media attention. The campaign also collaborated with influencers, politicians and artists to amplify its message, bypassing traditional media restrictions and reaching a wider audience.
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Awards
2023 El Ojo de Iberoamérica
Radio and Voice Production
Silver
2023 Cannes
Mobile - Social Purpose
Shortlist
2023 El Sol
Activation & Brand Experience
Shortlist
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