The National Movement for Human Rights (MNDH) is a non-profit organized movement of civil society present throughout the Brazilian territory in a network with over 400 affiliates and partner organizations. Founded in 1982, it is considered a national reference in the struggle and promotion of human rights.
In November 2009, TIE brought Mark Dewings from Ogilvy NY to work with MNDH for a period of one month. The objective of the placement was to raise awareness in Recife, and Brazil as a whole, of the importance of human rights, fighting against the stigma of delinquency that human rights defenders suffer. A national TV ad was made (which can be seen here) and by September 3rd 2010 had 48 insertions on the Rede TV and had been seen 6.3 million times by 3.8 million different people. You may read Mark’s case study here.