Tá No Mapa (On The Map) is a social and digital platform that is putting Rio de Janeiro’s 1,000 slums on the map. Created in 2013 by AfroReggae and the advertising agency J. Walter Thompson, in partnership with Google.
Around 20% of Rio’s population live in the favelas (slums) all over the city, most of the ignored and marginalized by the rest of the citizens. Digitally, they are are invisible: the slums were never mapped. This is what Tá No Mapa came to change.
So since 2013, we are mapping streets, alleys, shops and points of interest in the favelas. All work is done by favela dwellers, selected and trained by AfroReggae and Google. The process is simple and collaborative. A project team uses the app Google Map Maker tool and Google My Business to generate the maps. All information is sent in real time into a database. After that, the material checked by Google and everything comes literally goes on the map and are included in the Google Maps.
– It is an innovative and important project. It values not only the citizenship of the favela dwellers, but also boosts the economy and tourism. People finally feel inserted, included on the map of the city in a concrete way. – Says José Junior, AfroReggae CEO of AfroReggae.
The project begun in 2013 at Parada de Lucas. Since then, 25 slums were inserted on the map.
Favelas that are on the map now:
Rocinha, Vidigal, Complexo do Caju, Vigário Geral, Babilônia, Cantagalo, Chapéu Mangueira, Santa Marta, Pavão-Pavãozinho, Tabajaras, Cabritos, São Carlos, Zinco, Mineira, Coroa, Conjunto César Maia, Rio das Pedras, Terreirão, Gardênia, Batan, ProMorar I, ProMorar II, Fumacê e Muquiço.
As result of an innovative project, Tá no Mapa has won several awards:
Cannes Lion – Silver – Cyber
Cannes Lion – Bronze – PR
Cannes Lions – Shortlist PR
El Ojo Iberoamerica Silver – El Ojo Interactive
Media Latam: Gold – Creative Use of Media
D & AD: White Pencil best work in social causes
Silver – Cyber
Bronze – Cyber
Bronze – Green Wave
Watch the vídeo – subtitles in English