In Brazil, cyberbullying is a big problem, with public figures like the black female weather reporter, Maria Julia Coutinho, becoming the target of online racist attacks. Brazilian NGO, Criola, exposed online bullies by tracking down the locations of harmful comments and the names of those posting them. They bought localized digital ads and billboards in these neighbourhoods and displayed the comments and names, so that the local community could judge the perpetrator.

83% of bullies deleted their accounts and the buzz created by the campaign reached over 152 countries and generated 48 million in earned media from 4.39 billion social impressions.