Chico 23: Lost Childhoods in Brazil
Dir.
Belisario Franca
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2016
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79 min
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Documental
Prod.:
Giros Filmes
Prod.:
Rossana Giesteira
To provoke a change in mindset and behavior within civil society regarding the denial of racism in Brazil: to acknowledge that our racism is structural.
Synopsis
After bricks marked with Nazi swastikas were discovered on a farm in the countryside of São Paulo, the film follows historian Sidney Aguilar’s investigation and the uncovering of a horrifying truth: in the 1930s, 50 Black and mixed-race boys were transferred from an orphanage in Rio de Janeiro to the farm where the bricks were found.
Why learn about this impactful campaign?
This case study is recommended for impact producers and filmmakers seeking an example of an impact campaign initiated during the film’s production phase, with clearly defined commercial collaborators and an initial budget allocated to the campaign.
Relevant features of the Chico 23 case study:
1.The diversity of strategic dissemination partners who joined the project over the five-year campaign. A campaign of such duration was only possible because the impact producer was part of the film’s production team, enabling sustained engagement.
2.The strategic collaboration with the Federal Bar Association of Brazil (OAB). The OAB became the film’s main alternative exhibitor, bringing it to audiences across Brazil through its 550 regional chapters.
3.The campaign was designed from the film’s production phase, involving simultaneous efforts to mobilize an engaged audience while integrating with the film’s traditional distribution plan.
