AfroReggae launches campaign against racist approaches in Brazil

Initiative features a t-shirt with the word “Worker” and an identity document inside.

O AfroReggae launches the “Stampa do Respect” campaign to combat structural prejudice in everyday approaches in Brazil. The initiative presents a t-shirt that goes beyond clothing: it is a powerful statement of identity. In the country, studies show that black people are approached 4.5 times more frequently than white people, often facing physical, verbal or psychological violence (source: Institute for the Defense of the Right to Defense – IDDD and Data_Labe).

The t-shirt has the word “Worker” or “Worker” printed on the front, but it is the inside that carries the strongest message: an identity document printed on the inside. This functionality allows, in one approach, the individual to quickly lift the shirt and reveal who they really are, in a dignified and safe way.

The campaign film highlights the alarming statistics of discriminatory approaches and the presumption of guilt that weigh on the black population. The video, surrounded by a dark environment illuminated by giroflex lights, shows the faces of black people suddenly illuminated during an approach, culminating in the revelation of Identity through the Respect Print, as a symbol of pride and resistance. Check out the film below produced by A-Lab, the Dreamers Group’s content laboratory:

The project is a collaboration between AfroReggae and Artplan, with the support of renowned entities such as Pipe Content House, a Brazilian brand that has been bringing the print and message of what it believes to its clothing for 18 years, and Brother do Brasil, one of the biggest global brands in the printing market. The campaign also involves the engagement of influencers and artists such as Sara Mara, Negra Li and Vitin, who wear and promote the t-shirt, expanding the discussion about structural racism and the importance of visual identity in approach contexts.

“It’s not just about wearing the shirt, but mainly drawing attention to the violence and discrimination that the black population faces daily. This initiative highlights AfroReggae’s 30-year commitment to inclusion and social justice. We are not just talking about a piece of clothing, but a proposal to open dialogue as a tool that can bring about transformation and protect black lives”, reveals Debora Moura, head of Diversity and Inclusion at Artplan.

Datasheet

Agency: Artplan
Advertiser: Afroreggae
Campaign: 30 years – Stamp of Respect
CCOs: Marcello Noronha, Rafael Gil and Rodrigo Almeida
Creative Direction: Marcello Noronha, Felippe Mendonça and Eric Ribeiro
Creation: Felippe Mendonça, Eric Ribeiro, Pedro Chaves and Gabriel Gil
General Management: Ana Paula Sánchez
General Service Director: Cristiana Miranda
Account Director: Priscilla França
Customer Service: Rachel Selouan
National Head of Planning: Paula Lagrotta
Planning Director: Aline Freitas
Project Manager: Aurora Blotta, Rafaella Salles, Victoria Calçada
Creative Data Director: Carolina Amorim
Creative Data: Carolina Amorim and Leonardo Holtz
Head of RTVC: Felipe Cunha
RTV: Angela Felício, Karoline Justino, Gabriel Lemos and Flavia Nascimento.
Head of Production: Bruno Werner
Production: Elton Barbosa, Camila Reis and Davi Vidal
RP: Cláudia Nascimento and Luciana Thomaz
Client: AfroReggae
AfroReggae Team: Danilo Costa, Diego Silva, Karla Soares and Rafael dos Santos
Partnership: Pipe Content House and Brother do Brasil
Pipe Content House: André Castro Neves, Maria Cavaccini and Flávia Russo
Brother from Brazil: Fabio Pavão and Amelio Salgado, Cecilia Panato, Roberta Abachioni, Juan Nascimento and Maik Pereira
Film Production Company: A-Lab
Direction and editing: Filipe Chulam
Prod. Executive: Teca Vilaça
Motion: Thyago Oliveira
Audio producer: Blend Audio
Musical Direction: Flavio Marchesin
Audio Direction: Renan Corso
Mixing and finishing: Renan Corso and Flavio Marchesin
Executive Production: Edu Bernardo
Photographer: Rudy Huhold
Assistants: João Gabriel Salomão, Áquila de Paula dos Santos, Daniel Ferreira do Espírito Santo
Makeup Artist: Juliana Rocha and Francisca Edna Soares Bartucci
Influencer Marketing Agency: gen_c
General Director of Influence: Eder Redder
Strategy and Curation Director: Didi Blanco
Curator: Samantha Parma and Andressa Gomes
Customer Service and Influencer Operations Director: Cristiane Vieira
Service and Operations Influencers: Mariana Pinheiro