Vai se Lascar

Brazil's pension reform was necessary, and almost everyone agreed. But the government's package went too far: it threatened to put retirement out of reach for a large share of citizens, while official advertising cast public servants as the villains. Called to act, Sindjus and Sindilegis answered with Vai se Lascar (roughly, "You're Gonna Get Screwed"), a series of social media films that showed, with no sugarcoating, what would happen to teachers, rural workers, people with disabilities, women and public servants if the reform passed as written. The campaign was picked up by the national press, heated up the debate in the weeks before the vote in the Chamber of Deputies and helped reverse some of the bill's most sensitive points. With Fermento, Sindjus and Sindilegis put those who had the most to lose at the center of the discussion.