Disinformation and Municipal Elections
Conectas Direitos Humanos · 2024 election campaign
Twenty days to turn human rights into a voting criterion: a campaign from digital to print, approved by the legal team piece by piece.
How do you talk about elections without talking about candidates? Conectas needed to enter the 2024 municipal debate through the lens of human rights, fighting disinformation without crossing any lines of electoral law.
Human rights as the criterion
Pull the municipal debate out of partisan territory and bring it back to what city hall and the council actually decide in people's lives.
Pieces that travel on their own
Every piece of content complete in itself, built to fit in a screenshot and circulate on WhatsApp with no context needed.
The guide as a lead magnet
All content points to the landing page, where the PDF checklist is exchanged for a sign-up.
Print and influencers
Handout cards, stickers and a press kit bringing people on the street back to the campaign's digital environment.
Five fronts feeding each other.
The plan was born from a clear constraint: no party colors, no vote endorsements, and language that would not erase the candidacies of women, Black people, Indigenous people, and trans people. Within that, we designed five fronts that feed each other.
Landing page and the downloadable guide
The campaign's front door. Title, complete checklist, and PDF guide download buttons throughout the page, plus useful links on how to report disinformation through the channels of the TSE (Brazil's Superior Electoral Court). The form converted electoral interest into qualified leads for Conectas' ongoing relationship.
A practical guide to make your vote count
Download the checklist and see whether your candidate considers human rights.
Download the guideFive carousels and a launch flyer
The campaign's educational content: what a city councilor and a mayor actually do, how to identify false content, the guide's themes, the candidacy checklist, and the meme-language Gostoso Demais carousel to expand organic reach. Each carousel closes with a call to the landing page.
Email journey in RD Station
A one-off launch send to the entire base and a two-email flow for those who downloaded the guide, reinforcing the content and the invitation to share it before election day.
- Email · Launch sent
The campaign is live
- Email · Flow 1 sent
Your guide to make your vote count
- Email · Flow 2 sent
Share it before the 6th
Print material for the streets
A double-sided A6 handout with the checklist and QR Code, three transparent BOPP stickers, a poster, and an ecobag. The print pieces brought offline audiences to the landing page and also became the press kit sent to influencers.
Paid media inside the legal fence
Meta Ads in feed and story, with a strict curation rule: only pieces addressing disinformation were boosted. Everything that guided candidate choice circulated organically only, following the organization's legal guidance.
Disinformation is an attack on the exercise of citizenship
The artwork
Magenta, purple and yellow instead of red and blue: halftone collages, ballot box, megaphone and magnifying glass giving the campaign a street feel.
Carrossel: O que um vereador e um prefeito fazem?
Carrossel: Como identificar se o conteúdo é falso
Carrossel: Os temas do guia
Carrossel: O que você precisa saber da candidatura
Carrossel: Gostoso Demais
In twenty days of campaigning, Conectas entered the 2024 electoral debate with a voice of its own: a human rights voting guide that became a lead, a sticker, a handout card and a WhatsApp screenshot, without a single piece ever naming a candidate.
Credits
2024- Client
- Conectas Direitos Humanos
- Project management and client services
- Sidcley Lyra
- Art direction
- Magnun Alves
- Design
- Clara Rezende
- Copywriting
- Letícia Monteiro
- Email marketing
- Giovana Ferreira
- Social media
- Juliana Lopes
- Online media
- Pedro Bernardo
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