A Brazilian anti-racism campaign group has come up with a novel way of deterring trolls from posting hate speech online.

Afro-Brazilian civil rights group Criola is taking racist comments posted on Twitter or Facebook, identifying the location of the commenter, and then buying billboard space near that person’s home in order to display the comment in huge letters.

The campaign, titled “Virtual racism, real consequences” was inspired by a recent incident in which a post on the Facebook page of news show Jornal Nacional was swamped with racist abuse targeted at black weather presenter Maria Julia Coutinho.