It is a campaign that has been carried out three times a year since 2012, and invites the inhabitants of Medellín to reflect on the values that are promoted in society through the term “Berraco”, which is usually used to signify machismo and anger, to praise ruthless business practices and the ability to succeed by stepping on others.

The phrases are reflected in stickers and posters, and are distributed in public spaces in Medellín to make visible and invite new interpretations of this powerful expression.