Today, April 19th, the Day of the Indigenous Peoples is celebrated, one of the most important dates to celebrate Brazilian diversity and, above all, part of the roots not only of our history, but also of the country’s socio-cultural formation.
Even though indigenous peoples were here before the colonization of the national territory, their representation in the media is not as strong as it could and needed to be. How many times have you seen an indigenous person starring in a commercial or symbolizing a brand? It is unquestionable that, as a minority, the attention given to this originally Brazilian ethnic group should be greater and, if so, how large would their participation in current advertising impact the market?
Thinking about these questions, we at Adnews gathered some of the most important events that marked the advertising world in relation to this community, in addition to seeking information about the peculiar presence of these people in the current market.
Digital content creators
Influencer marketing is one of the biggest advertising tools today. Digital content creators have increasingly dominated the networks, showing that in the future, their opinions and positioning tend to be progressively amplified and disseminated, mainly on Instagram, TikTok and YouTube.
But after all, who are and where are the indigenous influencers?
In a survey carried out by Squid, an agency specializing in the development of content creators, it showed that, unfortunately, indigenous peoples are far from having a large space in the field of online influence. The agency, in turn, has shown an interest in developing new content creators from minority groups.
Even so, there are examples of professionals in the area who are part of the community, such as Kauri, also known as “Daldeia”, the first indigenous digital influencer in Brazil. Born in Amapá, he is part of the Karapijuty village and created a TikTok account during the pandemic. Kauri’s surprise came after a video showing a typical party in her community had more than 1 million views.
He currently has more than 2.5 million followers on TikTok and 300,000 followers on Instagram. With his growth in the networks, the Mynd agency hired him to be part of the team that has more than 400 agents.
Celia Xakriabá, Mapu Huni Kuî by Alok
In the spirit of Rio2C, it is worth remembering that, in 2022, a partnership between indigenous leader Célia Xakriabá, musician, spiritual leader and chief Mapu Huni Kuî and DJ Alok was presented at the event.
In a panel titled “Before the Brazil of the Crown, there is the Brazil of the Cocar”the 3 got together to talk about the urgency of understanding the past, the traditions and the wisdom of the original peoples, in addition to sharing a musical and spiritual journey in the unprecedented exhibition of an excerpt from the documentary being produced with Maria Farinha Filmes, with a script by Célia Xakriabá, which gave rise to the first album of Alok’s career.
Oscar presence
Indigenous peoples were not left out of the biggest film awards. Taking advantage of the visibility of the Oscars, the agency DM9 created a campaign that delivered an alternative statue to reward the winners of different categories. Representing the deity Omama, the piece is not made of gold, in an activation against illegal mining that harmed the largest indigenous group in the Amazon rainforest.
Before the winners receive the statuette, twenty of the main Oscar nominees will receive a video message via social media from Junior Hekurari Yanomami, leader of the Urihi Yanomami Association. Among the stars who will be impacted are Angela Bassett, Jamie Lee Curtis, Kerry Condon, Stephanie Hsu, Hong Chau, Brendan Gleeson, Judd Hirsch, Brian Tyree Henry, Barry Keoghan, Ke Huy Quan, Brendan Fraser, Colin Farrell, Austin Butler, Bill Nighy, Paul Mescal, Andrea Riseborough, Cate Blanchett, Michelle Williams, Ana de Armas and Michelle Yeoh.
Unfortunately, during the live broadcast of the awards, the winners were not shown receiving the special statue. Even so, the awarded professionals were able to follow a digital calculator that showed the social and natural impact of each gram of illegal gold, for the Amazon Forest and the Yanomami people.
Always “Indigenous”
And of course, thinking about communication, it is more than necessary to remember the right way to refer to these people. It is very common to hear the word “Indian” to talk about these people or even celebrate today. However, the word fell into disuse, with the term “indigenous” being considered the most appropriate.
This happened because, according to these communities, the term “Indian” has become pejorative, mainly because it reaffirms stereotyped and prejudiced ideas, such as that of indigenous peoples being savages or beings from the past. As such, it is always important to refer to these communities in the way they feel comfortable and of course being represented.
stay tuned here Adnews! Because for us, leaving the obvious is as obvious as creating and transforming.
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