Despite gaining repercussions in mainstream media, scenes of people of color or other marginalized groups being humiliated in stores by having their bags searched under accusations of theft, it remains a routine reoccurrence in Brazilian retail stores.
To combat racism in stores, Grey created “The Anti-Racist Handbag” in partnership with Universidade Zumbi dos Palmares for their Zero Racism program. The program aims to end racism in consumer environments and to raise awareness of Law 14.532/2023.
Several key factors make the Anti-Racist Handbag marketing effort stand out:
- Designer Handbags: Designed by local artisans, the first handbag by stylist Naya Violeta, is bold and noisy, hard to ignore:
- Handbags will be distributed to more than 15 influential personalities who will amplify Zero Racism’s message of ending racism and to raise the profile of Law 14.532/2023.
- Additional designers have been sourced to create their own version of handbags, with the next design to be unveiled the week of April 1.
- Law 14.532/2023: Each bag displays a label on the inside citing the law—those forced to open their bag will have the law on their side. Additionally, thousands of labels are being distributed to individuals to be placed inside their own bags.
- QR Code: Provides an immediate and easy way to report an incident to legal authorities.
- Proceeds: A portion of the revenue from sales of the handbags goes directly to Zumbi to provide antiracist training for staff.
Manir Fadel, CCO and CEO of Grey Brazil, shared “Naya designed a very impactful, powerful, and functional bag. Her talent and vision will empower Brazilians and raise awareness of the Zero Racism movement.”
The Dean of the University of Zumbi dos Palmares, Professor Dr. José Vicente, says that the aim of the campaign is to draw attention to the situation, which in most cases occurs with Black people. “Our goal is for more companies to become familiar with the Zero Racism program and to join the initiative, training their staff to become antiracism agents. Moreover, we want people to be aware that there is a channel for anyone who suffers any type of racist offense in shops to report incidents to the legal authorities.”
The marketing effort kicked off on March 21st with a video of Violeta talking about the creation of the bag and the importance of raising awareness about the law. Fadel noted, “We are already being approached by other designers about the effort, and social influencers are embracing the opportunity to expand and empower Brazilians with this important initiative. We couldn’t be prouder to be involved with the University and the Zero Racism program.”
CREATIVE CREDITS
- CLIENT: Universidade Zumbi dos Palmares
- Product: Institutional
- Title: Antiracist Bag
- AGENCY: Grey Brazil
- CEO: Manir Fadel
- Creative Direction: Manir Fadel (CCO), André Gola (ECD) and João Caetano (ECD)
- Creation: Duda Vidaurre, Gabriella Batista and Jonas Soares
- Content: Bruno Borghi and Bruno Flores
- Account Management: Priscilla Telles
- Account executive: Pamella Kacelnikas
- Head of Media: Verusca Casciano
- Media: Camila Mercadante
- Head of Strategy: Mariana Pagano
- Head of Production: Fabiano Beraldo
- Production: Otávio Veras
- Client appoval: José Vicente (dean)
- Grey Global Head of Creative Excellence: Maru Sokolowski
- Grey Global Craft Partner: Costanza Rossi
- Grey Global Chief Creative Officer: Gabriel Schmitt
- Grey Global Creative Partner: Diego Medvedocky
- Grey Global Producer: Emiliano Alvarenga
- Grey Global Sr. Creative Manager: Catrina Ramos
- Film Producer: PANCS
- Stylist/Designer: Naya Violeta
- Post-Production: Átomo
- Post-production Coordination: Fernanda Nahas
- Finalizer: Rafael Zierhofer
- Edition: Bruno Husky
- Motion: Daniel Rotatori
- Colour: Rafael Zierhofer
- Sound Production: Jamute
- Sound Executive Producer: James Feeler
- Sound Engineer: Marcelo Filho, Otávio Bertolo, Sanjai Cardoso
- Coordination: Julianna Zuppo and Letícia Nunes
- Account executives: Kiki Eisenbraun and Hingrit Nistche
Source: Grey Brazil
Grey Brazil Creates Anti-Racist Handbags for Zumbi dos Palmares University’s Zero Racism Program added by newsroom on
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