'Mais amor por favor' began in 2009, with the intention of drawing people's attention to something truly important: love.

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It is a plea that surfaces amid the aggressiveness, social indifference and speed of a metropolis like São Paulo. The idea is to surprise passersby by placing the phrase into the urban landscape, inviting them to pause and reflect, or at least to smile as they read it.

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Whether read as social awareness or urban intervention, the movement was born in the streets, through "tags" in public spaces across São Paulo, finding in the city's walls an effective surface to carry its message.

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Over time the phrase gained scale, reach and allies, turning into a living organism. It spread beyond São Paulo onto walls in many cities, including outside Brazil. Through the internet it travelled further and took on a life of its own. 

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Applying love in daily doses, sharing respect, solidarity, generosity, and gestures of kindness and care.

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Mais amor por favor.