ON THE MAP
Where: JWT (now Wunderman Thompson)
My role: Concept Development, Copy, Digital Platform
Main awards: 2 Cannes Lions
1 D&AD White Pencil
1 One Show Interactive
1 El Ojo
2 El Sol
Rio de Janeiro is home to over 1,000 favelas (slums). Despite this grandiosity, when you tried to look for these areas on Google Maps,
they were invisible. Due to the difficulty and danger of tracing their labyrinth-like pathways, favelas didn't show up on cartographic representations of the city.
As a result, the 11 million people who lived there are digitally invisible as well. Besides not having access to basic social services, like ambulances, they couldn't promote their informal commerce.
THE SOLUTION
In association with AfroReggae, one of the leading NGOs operating
in Rio de Janeiro, we mapped these areas, revealing what was hidden inside the favelas and making them a real part of society.
ON THE MAP IN REAL LIFE
As the largest NGO in favelas, Afroreggae had full access
to their “invisible” spots. To map them, the project involved a multidisciplinary team:
cartographers, developers, creatives, community leaders, and locals.
Besides putting favelas on map, the project was responsible for bringing up stories about the community and the locals that were forgotten.
Int also addressed even more critical issues:
Visibility for local commerce, access to basic
services that didn't reach the favela, and an increase in self-esteem for its inhabitants.
OTHER RESULTS
3,000
LOCAL BUSINESSES PINNED
26
FAVELAS MAPPED
$1,5 MILlion
IN SPONTANEOUS MEDIA
230,000
RESIDENTS IMPACTED
MEDIA COVERAGE
UPDATE: In 2014, Google joined the project
BEYOND THE MAPS
Before Rio 2016 Olympics Games, Google and Afroreggae launched “Beyond the Maps –
Step inside the unexpected world of the favelas”.
This new phase expands the projects to more favelas, adding Street View and 360º video to the maps.
In addition, it brought testimonies of locals that
have been impacted by Tá no Mapa.
WATCH THE CASE STUDY
Credits: Helio Marques + Lucas Reis + Vitor Veras + Paulo Amaral +
Mauro Cavalletti + Sleyman Khodor + Henry Kage + Fernanda Sousa