WE HAVE ABOLISHED A RACIST TERM OF THE BRAZILIAN DAILY LIFE.
In the late 18th century enslaved black people who worked indoors were called servants. One of their duties was to spend the night by the bed holding things. But the fact that they spoke bothered the enslavers. One day a furniture with the same function was invented. This furniture was also called servant. However, as it didn’t speak, it became known as mute servant. And today, two centuries later, this expression is still the most popular way of calling this furniture in Brazil.
Etna, one of the biggest furniture brands in the country, decided to remove the past from the present. We abolished the word from all our physical and virtual stores by removing “mute servant" from point-of-sale materials, internal control system, website pages and also advertisements from all media.
Dissolving PosterHabitat for Humanity
No Stain SaucesVanish
The Unphotoghaped AlbumDermodex
Voices of SilenceLibbs
Edible Candy WrapperJontex
The Art of BrushingCuraprox
The Red AidFundação Pro Sangue
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