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Jun 1, 2012-2012

Brazil

Pimp My Carroça

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ACTIVISTS/ACT.GROUPS/DESCRIPTION OF THE GROUP

Mundano, an Artivist; and Collector of Recyclables

TARGET

Officials, but mostly the Brazilian society

WIDELY HELD BELIEF

There was a waste disposal probelm in Brazil and the only people that fully understand are the “collectors”, but they are the ones most impacted should the officials take a different direction with the recyclying problem.

CASE NARRATIVE

Issue and Opponent: In Brazil, informal workers collect recyclables in ramshackle carriages and Carroças. They are often mocked and disparaged even though they perform a public service. Dilemma Action: A social parody of the popular MTV show “Pimp My Ride” turned into Pimp My Carroça. Artivist, Mundano, and others joined in “pimping” the carroças by fixing and improving the structure, adding rearview mirrors, and reflective stickers, decorated the carts with colorful/critical messages. The collectors, activists, and others marched to City Hall with their carts pimped out while reading the “Pimp My Carroça Manifesto.” The team also hosted the event days before RIO + 20 (The United Nations Conference on Sustainable Development, Rio de Janeiro) took place and during the “Virada Sustentável” (Festival of Sustainability) in the city of São Paulo. Outcomes: The goal of the action was to make the collectors visible. This initiative was not only designed to make Brazilian society see collectors but to understand the difficulties brought on by their being “invisible.” The happening helped Brazilian society realize the importance of the collectors’ contribution to city life and, in turn, brought recognition to their struggle. The activists helped frame the media coverage by releasing a documentary about the action.

PRIMARY STRUGGLE/GOAL

Civil Rights and Equality
Environment

DA TACTICS USED

Nonviolent occupation

Public art

CASE NARRATIVE WRITER

SUCCESS METRICS

10 / 12

(MC) Media Coverage

(MSYMP) Media coverage was sympathetic to the activists

(OR) Opponent response

(PS) Dilemma action built sympathy with the public

(PUN) Punishment favored the activists

(REFR) Dilemma action reframed the narrative of the opponent

(RF) Dilemma action reduced fear and/or apathy among the activists

(SA) Dilemma action appealed to a broad segment of the public

Artivism

Laugtivism

PART OF A LARGER CAMPAIGN

0 / 3

RESOURCES

Project documentation

Dilemma Actions Coding Guidebook

Case study documentation

Dilemma_Actions_Analysis_Dataset

CC BY 4.0 Deed, Attribution 4.0 International

SOURCES

Brazil Foundation. 2015. “Pimp My Carroça, a Movement to Respect Independent Waste Collectors,” BrazilFoundation. Retrieved July 23, 2023. (https://www.brazilfoundation.org/pimp-my-carroca-a-movement-to-respect-independent-waste-collectors/).



https://www.instituteforpubliudies/pimp-my-carroca/. Accessed April 15, 2022.

Elefanteblanco. 2016. “Pimp My Carroça,” Actipedia. Retrieved July 23, 2023 (https://actipedia.org/project/pimp-my-carro%C3%A7a).

Pimp My Carroça. “Pimp My Carroça – São Paulo/ Ministério da Cultura e Ball apresentam o Pimp My Carroça São Paulo,” Flickr. Retrieved July 23, 2023. (https://www.flickr.com/photos/pimpmycarroca/albums/72157672043579990).

https://vimeo.com/46769. Accessed April 15, 2022.

Pimp My Carroça. 2020. “Pimp My Carroça,” Retrieved July 23, 2023. (https://pimpmycarroca.com/).

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