Brazil’s indigenous people are becoming more invisible, especially now with the temporal landmark thesis approved by the Chamber of Deputies, which might limit their ownership of lands occupied before 1988.

So, to give a face to this problem, we hacked a social media feature to give them more visibility: Instagram’s save button. Since it’s shaped like a flag, this wasn’t just a symbol for them, but a movement everyone in the country could support with just one click.

Influencers got behind the cause, garnering support for indigenous people compared to the previous month by 2,100%. All this thanks to a simple save — the metric that most increases engagement with Instagram’s algorithm. In the end, we proved that good causes don’t just go viral, but tribal.