Born in 2021, the SETA Project (Education System for an Anti-Racist Transformation) is an initiative that aims to transform the public education ecosystem in Brazil, institutionalizing an approach to racial equality in policy and practice.
Working in the areas of audiovisual, national and international articulation, training of students, teachers and managers, and in the production of knowledge, SETA was one of the five enterprises awarded in the WK Kellogg Foundation’s 2030 Racial Equity Challenge. It is the only Brazilian institution to receive funding for eight years of work focused on developing the first anti-racist public education system in the country.
Among the main actions of the SETA Project are research, advocacy, training and mobilization campaigns led by black, quilombola and indigenous education networks over decades. The focus is, above all, on children between 11 and 17 years old, especially due to the perception that entering secondary education after completing elementary school is a time of risk for this group.
Case
It was found that the project needed more effective publicity, especially in a country considered racist by 81% of its inhabitants, according to research by the Peregum Black Reference Institute and the SETA Project itself. The Pprica agency, which works with strategic planning, brand positioning, strategy and innovation, user experience and web and mobile development, was responsible for creating a new website for the system, which managed to fully convey the importance of SETA.
The objectives of the new digital environment were diverse: increase awareness about what anti-racist education is, its importance, and how to do it; position the SETA Project and the website as a reference for content on anti-racist education; increase the visibility of the organizations that make up the SETA Project and their actions to make this education viable in Brazil; engaging supporters in online campaigns in defense of implementing an anti-racist public education system in Brazil.
We are very proud to participate in this initiative, which goes far beyond delivering a quality final product. It is important that we can contribute as a partner to a cause that we also defend, aligned with the values we support. We even have a diversity committee with a very representative role in this area, says Amanda Hecke, Operations and People coordinator at the Pprica Comunicao agency.
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