In Brazil, 56% of the population is Black, but the population has never been properly represented by the country’s media. Raça Magazine, the pioneering and largest producer of content related to Black culture in Latin America, was launched 25 years ago to construct conversations that only now the mainstream media is beginning to address.
To celebrate 25 years of Black culture in its pages, we launched “The Future Is Black,” a campaign that drew inspiration from Afrofuturism, an artistic, cultural, and political movement that envisions the future of Black empowerment.
With a limited budget, we used the production resources of the magazine itself to paste 2,500 posters on walls of the three major Brazilian cities, ran ads in the 25 largest magazines in the country, and sent 25 customized flags for Black influencers. We also made the posters available through a filter on Revista Raça's social media, generating earned media and a 1,300% increase in brand and campaign-related mentions.
