WHEN EVERY BLACK RUNNER IS SEEN AS A CRIMINAL, PROTECTION BECAME PROTEST.

In Brazil, there is a well-known racist quote: "A white man running is an athlete, a Black man running is a criminal.

This reflects not only deep-rooted discrimination, but also a serious public safety issue that puts the Black population at constant risk and leaves them vulnerable even during something as simple as running in public spaces.

Black people can't run on the streets without feeling exposed or, worse, being mistaken for criminals and facing a real threat to their lives. Yet society continues to ignore it. So we brought attention to the issue and shined a spotlight on it, reaching even those with the power to shape the future.

We invited Wesley Caitano, a renowned Black runner, to take part in one of Rio de Janeiro's largest street races, wearing the only outfit that could offer him a sense of safety: a bulletproof vest. His powerful statement sparked a national debate and set a new law in motion.

Agency: LL\TBWA

Client: Alma Preta Afro News Agency

Role: CD | Designer