More than 80% of the Brazilian population is in debt, and about 30% of them have overdue bills. For this reason, the Federal Administration and Banco do Brasil have joined forces to launch the Desenrola Brasil program, which helps low-income families renegotiate their debts and get their financial lives back on track.

To communicate the step-by-step process of the program, we decided to use a very Brazilian and popular language that originated in the urban peripheries and is known worldwide: the “passinho.” In this way, BB invites all Brazilians to take the first “passinho” to overcome their debts.