Sleeping Giants says campaign made 50 advertisers drop out of Jovem Pan – 02/16/2023 – Panel
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A balance sheet carried out by Sleeping Giants Brasil states that the group’s campaign for the demonetization of Jovem Pan made 50 companies give up paying for advertising on the station. The list includes giants such as Tim, Quinto Andar, Burger King, Natura, Oi and Kalunga.
Copies of internal e-mails from Jovem Pan attached by the station’s lawyers in the lawsuit filed against Sleeping Giants show that the cancellation of the Toyota and Caoa Chery ads alone led to a loss of more than R$837,000 in a single month. The documents were revealed by a report on the website The Intercept Brasil.
The departure of advertisers has happened in reaction to the #DesmonetizaJovemPan campaign, by the Sleeping Giants, a movement dedicated to alerting companies and consumers about companies accused of spreading false messages and hate speech.
Shortly after Bolsonaristas invaded the buildings of the three Powers in Brasília, on January 8, Jovem Pan became the target of an inquiry opened by the MPF to investigate the dissemination of disinformation through the network with the potential to incite anti-democratic acts. Subsequently, the group announced the removal of its president, Antonio Augusto Amaral de Carvalho Filho, known as Tutinha.
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