Facebook
Join the
Conversation
About
In the midst of a pandemic made worse by social isolation and unrest, Facebook wanted to find out how the platform could help Brazilians stay connected through trying times.
What we uncovered was that, by looking inward, people in Brazil wanted
to understand and change traditionally loaded social issues,
like racism and LGBTQIAPphobia.
But real, meaningful change can only happen when we talk and understand each other, giving Facebook Groups an important role in people’s lives, allowing them to find a safe space to discuss and learn about topics they’d be reticent to talk about in real life.
To show that, we created a series of videos and social content that highlighted conversations and posts that happened inside Facebook Groups - touching on three main social issues that happened
in the study (racism, sexism and LGBTQIAPphobia), presenting
Groups as a place where real change can happen.
Case Study
Credits
Agency: Mutato // Creative at Mutato: Dudu Camargo, Guilherme Rech, Marcelle Ferrari, Ana Beatriz Simões, Lucas Vilaça, Marcelo Vaz, Bruno Kunikata, Débora Nogueira // Account at Mutato: Alice Fairbanks, Tássia Gadelha, Taina Braga, // Production at Mutato: Letícia Hernandez, Jade Solano, Roberta Garcia // Production at Meta: Fernanda Curi, Lais Pereira // Project Manager at Meta: Paola Bersi, Raphaella Martins // Creative at Meta: Paula Cristalli, Renata El Dib // Marketing at Meta: Bernnardo Bonnard, Mariana Linhares. // Production Houses: Cine, Iconoclast & Produtora Mutato // Directors: Lú Villaça & Thatiane Almeida; Nogari & Juh Almeida; Tatá Brunello.