top of page

2009 - The Birth

The social commitment campaign “No Racism, Here!" was born from the initiative of Brazilian publicist João Silva, in response to the increasing number of racism cases in the country. The publicist, who has been active in the market for nearly 50 years and is one of the most awarded in Brazil, realized through his professional experience and energy, always ensuring visibility in the media for the Brazilian consumer, that communication is one of the most effective tools to inhibit racist practices in institutional, business, and social environments.

Through his organization, Instituto Maria Preta, the action seeks articulations and support to put his ideas into practice, with emphasis on crucial themes in the world that are part of today's society's agenda, such as equality, respect for minorities, religious tolerance, environmental protection, and attention to the elderly and combating racism since its foundation.

Cultural manifestations such as the mass at Nossa Senhora do Rosário dos Pretos Church, as well as the celebrations of the Irmandade da Boa Morte in Cachoeira, were shared spaces for the launch and promotion of the seal and greater engagement of society regarding its importance in combating racism.

2010 - 2016 - Occupation of New Territories

The project comes to life as a necessary response to Brazilian society, especially to the more than 50% of Afro-Brazilians. Its format is articulated with institutions and movements that believe in the developed work and that, in some way, represent the black movement.

It is an action that integrates social commitment, resistance, and transformation of human behavior through the element of communication (Seal " No Racism, Here!"). In December 2010, the campaign was embraced by Silvia’s restaurant in Harlem, New York, and the Blue Note pub in New York with versions in Portuguese and English. In 2011, it was Austria's turn at an event with the participation of the publicist in the "All The Dreams" seminar.

In Brazil, actions linked to the black movement, such as the production of the video documentary "Alaíde do Feijão,” were part of this campaign, along with numerous expressions of support from entrepreneurs, journalists, artists, and professionals.

2017 - 2022 – Mobilizatio
The project's movement grew while almost daily racist attacks occurred across the country in stadiums. Disturbed by the increasing cases of racism in malls, schools, universities, workplaces, and leisure spots, and noticing the lack of awareness of the seriousness by Brazilian authorities, the publicist decided to leverage the spirit of unity and lightness that every new year brings. Right after the 2016/17 New Year, on the first day of the year, he invited people to take a selfie holding the sign with the seal available on his social network.

This action began to gain traction on social media, with thousands of people taking their selfies and sending them to the publicist and/or posting them on their social networks from various parts of Brazil and other countries, regardless of color, gender, and various activities. The only requirement was that the person identified themselves with their name, profession, and place of residence. Everything came: entrepreneurs, teachers, artists, journalists, farmers, cowboys, fishermen, bankers, lawyers, engineers, architects, visual artists, drivers...; images in events, workplaces, even at the Champions League final stadiums, recording studios in Brazil, Germany, the United States, Austria, Portugal, Spain, among others. Thus, the hashtags #2017noracismonhere and then #noracismohere were born.

During Flip/2017 in Paraty, the campaign gained enormous strength on social media, with the participation of artists, writers, teachers, actors, and city residents. The highlight was Professor Diva Guimarães, whose participation in a debate led by actor Lázaro Ramos moved the country with her testimony and decided to join the campaign as soon as she learned about it.

In June 2017, João Silva invited singer and composer Edu Casanova, author of numerous national hits, to compose a song that aims to be an anthem, a mantra about the issue of racism in Brazil. In October of the same year, the song was presented for the first time at the Maria da Villa bar/restaurant, in the old fish market of Rio Vermelho, during a performance by Gilson Babilônia.

2023 – Institutionalization

Thus, in 2023, the project was formally rethought. The bold model (form and operational rules), based on the establishment of an organization that brings social commitment, ethics, and respect as premises, through communication for management and mobilization strategies against racism.

A great challenge that becomes even more complex in a country where the attention given by authorities at municipal, state, and federal levels to these issues progresses slowly and often ineffectively.

The aim is to mobilize society to transform human behavior regarding the racial issue in Brazil and the world through actions in:

1. Social Articulation:
Interlocution with different political subjects, companies, entities, and the general population to confront racism through effective communication actions.


2. Resource Mobilization:
From 2009 to 2023, the mobilization of resources and investments was carried out solely by entrepreneurs João Silva and Concita Pinto through various actions in Brazil and abroad, culminating now with the creation of the Social Commitment Certificate “No Racism, Here!". At this moment, we understand the essential participation of society, companies, and institutions genuinely interested in combating racism to maintain the project, with the goal of achieving greater effectiveness.
Adhering to the seal and the donation campaign are possible ways to make all programmatic investments feasible.


3. Programmatic Investment:

Education: Encouraging communication actions to combat institutional racism in school, business, and social environments.


Research Support: Conducting studies that help understand the racial issue and provide subsidies to combat racism and the inequalities that mark Brazil and the world, based on measuring and identifying the participation of the black population in the market economy, daily consumption, and the country's development.

Dissemination: The dissemination of research on the habits and consumption of the black population, combined with the social commitment of companies and institutions that join the project, will not only contribute to harmonizing the internal work environment but also promote transformative anti-racist practices in various spaces, whether public or private, peacefully and without conflict.

Boa Morte.png
Rachel ONU.png
bottom of page