In Brazil, the IgarapÈ Institute implemented the campaigns Nao Somos Ala (We are not targets) and Pense Levre (Think Free), to highlight the impact of deregulating arms and ammunition control on organized crime and the illicit drugs trade, as well as the secondary effects of the illicit drugs trade.

Both campaigns represented a reframing of the narrative. By highlighting the potential impact of proposed arms deregulation on organized crime and the illicit drugs trade, and the health and poverty-related implications of the illicit drugs trade, these campaigns were able to mobilize support for addressing security-related issues by illustrating their broader societal effects.