Mute Servant Never Again

We have abolished a racist term from the brazilians daily life.

FILM

CASE STUDY

SCENARIO

The term “servant” was originally given to enslaved blacks who did domestic work. As some plantation owners found it uncomfortable to speak, they simply pulled out their tongues. Some of these servants were forced to spend their nights awake, silent and quiet, beside the bed holding a glass of water, clothes or other things. Later, the slaveholders began to place a small table to be beside the bed. It was used, basically, to support glasses, clothes and makeup. As the piece of furniture had the same function as the servants, this piece of furniture also came to be called a servant. So, in order not to confuse the two, the piece of furniture was called a mute servant.

SOLUTION

Etna, one of the largest furniture stores in Brazil, decided to abolish the slavery of language.

The brand created the #criadomudonuncamais movement, with the aim of extinguishing the racist term from our vocabulary. Etna has removed the term from its physical and online stores, social media, and all communication materials. The furniture came to be called the Bedside Table.

The #criadomudonuncamais movement influenced the critical awareness of society and awakened people to social responsibility. The way the idea was conceived made people the main means os spreading the movement´s message that gained strength organically and promoted a necessary cultural transformation.

POINT OF SALES INITIATIVES