Note was sent in response to the article propmarkbroadcast this Monday (12)
Sleeping Giants Brasil sent a note to propmarkafter the publication of the article ‘Cyberactivism practiced by Sleeping Giants transforms digital marketing’, written by journalist Higor Gonçalves.
The organization denied fostering an environment of intolerance, censorship and cancellations.
Read the full note below:
“In response to the recent article published by this media outlet about our organization, Sleeping Giants Brazil would like to clarify some important points to ensure a balanced debate. We reaffirm that our activities are entirely legal and reputable, with the mission of promoting a safer and more responsible digital environment, combating misinformation and hate speech, and not fomenting intolerance or censorship as suggested by the report.
Sleeping Giants Brasil deeply respects freedom of expression, a fundamental democratic right, and our work is not aimed at silencing divergent opinions, but rather at alerting advertisers about the risks of associating their brands with content that is potentially harmful to society.
In this context, we emphasize the importance of “brand safety” in today’s advertising market, where companies must be aware of where their ads appear to protect their reputation and values.
It is crucial to understand that Sleeping Giants Brazil is not an enemy of companies, advertising or the media. On the contrary, we are allies in protecting the integrity of brands and the quality of information in the digital environment.
Our campaigns have resulted in more than 1,600 brands choosing not to run their ads on media outlets that promote misinformation, a decision that protects both the reputation of these companies and their consumers.
The legal proceedings brought by Jovem Pan are not even close to being concluded, as the facts discussed in the proceedings will still be evaluated by the Superior Court of Justice and the Supreme Federal Court.
As part of the organization’s commitment, we always work to publicize our actions and annual balance sheet results. The facts questioned in the report have already been widely reported in the press. The amount demonetized in the four years of Sleeping Giants Brasil’s operations, its current formation, with co-founder Mayara Stelle leading the executive board, and the positioning through the publication of opinion articles were and continue to be mechanisms that we use to communicate with our audience and with the advertising market.
We believe that constructive dialogue is essential to improving the digital ecosystem and we are always open to discussions aimed at improving the quality of online information and protecting the interests of consumers and advertisers. We remain available to clarify any additional questions and provide more information about our work.
Sleeping Giants Brasil“
