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Running in Fear

Running in Fear

Alma Preta

Lew’Lara\TBWA

The Challenge

In Brazil, there is a deeply racist saying: “A white man running is an athlete; a Black man running is a criminal.”

This statement underscores not only systemic discrimination but also a critical public security issue that places the country’s Black population at heightened risk—even during everyday activities like running in the streets or public spaces.

This harsh reality is supported by alarming statistics:
– Black Brazilians account for 79% of those killed by firearms.
– They are three times more likely to be killed on the streets than their white counterparts.
– Every 11 minutes, a Black person is shot.

Yet a significant portion of society continues to turn a blind eye, ignoring the problem. That is why a bold and urgent act was necessary—to confront the nation with the truth and demand lasting change.

The Solution

Alma Preta, the Afro-Brazilian news agency, invited renowned Black runner Weslley Caitano to participate in one of Rio de Janeiro’s largest street races—wearing the only outfit that could make him feel truly safe: a bulletproof vest. His presence drew immediate attention and quickly went viral across news outlets and social media platforms. At the finish line, his powerful speech was broadcast on Brazil’s main TV network, where he delivered a stark message to the nation: in Brazil, a bulletproof vest is the only way a Black person can run safely through the streets.

Watch the Case Study

The Results

5.3mm
BRL earned media
96mm+
Impressions
230
-fold increase in conversations about racism on social media

The campaign reached the heart of Brazil’s political sphere, gaining the support of the Ministry of Racial Equality, and even made its way to the United Nations Headquarters. Most importantly, it led to the most powerful outcome: a proposed law aimed at increasing penalties and expediting justice for racist acts committed in public spaces.

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