During the first semester of 2020, in the midst of the pandemic from the new coronavirus, NEAMP PUC-SP (Center for Studies in Art, Media and Politics) began to investigate civil actions around the networks that aims to combat disinformation and hate speech as like: Global Disinformation Index, ISD Global (Institute for Strategic Dialogue), Stop Hate for Profit and Sleeping Giants. Through the analysis of our research around the actions in countries as United States, France, Australia, Sweden, Italy, Finland, England and Holland, we observed that Sleeping Giants Brazil (SGB) starts to emerge following in the steps of the Sleeping Giants from United States; two civilian’s actions that had successful in demonetizing the platforms of disinformation and hate speech by programmatic advertising. However, the theme called for a theoretical basis for analyze these actions, which was found in the paper from Emily West, John D. Coakley and Joshua A. Braun named: Activism, Advertising, and Far-Right Media: The Case of Sleeping Giants.Em meados do primeiro semestre de 2020, em meio à pandemia do novo coronavírus, o NEAMP PUC-SP (Núcleo de Estudos em Arte, Mídia e Política) começou a investigar ações civis que ocorriam nas  redes para combater a desinformação e o discurso  de ódio como: Global Disinformation Index, ISD Global (Institute for Strategic Dialogue), Stop Hate for Profit e Sleeping Giants. No decorrer da pesquisa e análises das ações em países como Estados Unidos, França, Austrália,  Suécia, Itália, Finlândia, Inglaterra e Holanda,  observamos que o Sleeping Giants Brasil (SGB) emergia seguindo os passos do Sleeping Giants dos Estados Unidos, duas ações civis exitosas em demonetizar as plataformas de desinformação e do discurso de ódio pela publicidade programática. No entanto, o tema pedia uma base de sustentação teórica destas ações, e foi encontrada no texto de Emily West, John D. Coakley e Joshua A. Braun, nomeado Activism, Advertising, and Far-Right Media:  The Case of Sleeping Giants.