The initiative, part of the Quit the silent mode campaign, developed by BETC Havas, seeks to amplify voices against prejudice
“No person fights silent racism”. This is the motto of TIM’s campaign in support of Black Consciousness Day, celebrated on November 20th.
The action, called Get out of the silent way and developed by BETC Havas, has as its main initiative the release of a composition by the singer Negra Li, inspired by famous anti-racist speeches. The song was made available by the operator in ringtone format and in a complete version, with a clip published on the operator’s youtube channel.
Nowadays, most Brazilians keep their cell phones on silent. We used this habit of the population as a starting point to call attention to the fight against racism, releasing a song with very strong lyrics in the format of a cell phone ringtone. The idea that people understand that we need to amplify the voices against prejudice. We have to get out of the silent mode, because the anti-racist fight should belong to everyone, explained Ana Paula Castello Branco, director of Communication and Brand at TIM.
On the profiles on Instagram, Facebook and Twitter, TIM released a tutorial so that customers know how to set the track as their cell phone ringtone.
To publicize the song, TIM will rely on its squad on social media, which brings names like Tia M and Murilo Loran on Instagram and Jordan and Mel, Gustavo, Ariah Music and Raiane on TikTok. The podcasts DiaCast and T Mutado will also talk about the song. In addition, singer Iza, TIM ambassador, will publicize on her networks the operator’s other actions in the fight against racism and in favor of the inclusion of black people in the job market.
