The Voice of Marielle

We used a data-driven, audience-focused strategy. Gathering information about Marielle's life and message, the campaign targeted people committed to social justice, focusing on women and marginalised groups. Mobile technology, specifically smartphones, was the platform of choice. The campaign used AI to collect thousands of images of Marielle, ensuring that even low-end mobiles could recognise her image and enable the widest possible reach. By activating a website containing her powerful speeches by pointing their cameras at Marielle's graffiti, users could create an engaging experience that also allowed them to share her message and learn more about her cause.

The press conference launch attracted national and international media attention. The campaign also collaborated with influencers, politicians and artists to amplify its message, bypassing traditional media restrictions and reaching a wider audience.