Almost every year, common objects such as umbrellas, drills, cell phones, bibles, and many others are “mistaken” for firearms by police, resulting in the death of innocent residents in the favelas (slums). Every 23 minutes, a young black man dies in Brazil and only 3% of deaths due to police intervention result in convictions. To try to change this sad reality, KondZilla and MainStreet Records – two music industry giants and competitors – joined forces in a project created by BETC HAVAS. The campaign was based on real stories to try to raise awareness, change the law and ask for justice for families that have lost loved ones to police violence. It also calls for reflection on racial profiling. “ Save the Favela! Respect our journey. Wisdom is our weapon. We aim to stop this cowardice.” This is a request to address an urgent, serious, and all too common circumstance experienced by 18 million favela residents in Brazil. An unvarnished and brutal reality based on real stories was presented as a video clip to demand that real cases, such as the ones depicted, result in increasingly fewer common crimes. DARE! 44 CASE STUDY CASE STUDY