Ecommerce packages contain more than just the purchased product. They also include personal data visible on shipping labels, such as name, address or telephone number, which often end up in the trash without any precautions. Based on this daily reality, Mercado Libre has launched the “Scratch Your Data” campaign in Brazil, an initiative that invites consumers to delete or scrape their personal data before throwing away packages.

The action is launched coinciding with Consumer Day, celebrated on March 15 in Brazil, and seeks to promote a simple gesture that helps prevent this information from being exposed or being used by third parties. The initiative has been developed by GUT São Paulo and aims to turn data protection into a daily habit linked to online shopping.

To encourage participation, the campaign introduces a direct mechanic for buyers. The first 3,000 purchases made through the initiative’s landing page will receive packages with a scratch-off address label. When the user removes their data from the tag, they discover a hidden discount coupon, connecting privacy awareness with a tangible benefit.

“When we talk about data protection, we talk about continuous responsibility. We want to extend that awareness also when disposing of packaging and encourage simple but relevant precautions in daily life”explains Iuri Maia, Director of Brand Strategies at Mercado Libre. “The coupon works as an incentive to transform this awareness into a habit.”

The action seeks to warn about an everyday risk: shipping labels can reveal personal information that, if carelessly discarded, could be used by scammers or third parties for fraudulent purposes.

Amplification in social networks and public participation

In addition to the scratch-off labels, the campaign is amplified on social networks. Mercado Libre will activate a dynamic in

The communication begins with a manifesto video published on Instagram starring Brazilian presenter Marcos Mion, who explains the proposal and shows how to correctly remove personal information from labels. From there, the campaign will continue with native content on TikTok developed together with creators.

According to Tiago Abreu, Chief Creative Officer of GUT, the intention is to extend the habit beyond the company’s own shipments. “The idea is to create the habit of eliminating your data from everything you receive daily. Mercado Livre is the first brand to propose this initiative, but the invitation is to do it with any package that arrives in your name.”

The campaign is framed within the data protection and digital security practices that Mercado Libre ensures to maintain in its ecosystem, with continuous investments in technology, processes and security systems to guarantee a reliable experience for users.

With “Scratch Your Data”, the company introduces a small everyday gesture such as scratching or removing the information from the label before throwing away the package to remember that data protection does not end when the order arrives at home.