The national campaign “Those from axé say they are” was promoted by the Coletivo de Entidades Negras - CEN (Collective of Black Entities) and had the support of the National Secretariat for Policies to Promote Racial Equality / SEPPIR. The goal was to encourage practitioners of African-matrix religions to identify themselves as such in the 2010 census. The motto was: “In this census, declare your love for your Orixá. Say you belong to the Saint, say you belong to Gunzu, say you belong to Axé. Because if you are from Umbanda, from Candomblé, you must not be ashamed, you have to say you are ”. The launch in Rio de Janeiro took place at Gláucio Gil Theater and was attended by 400 people, mostly priests and priestesses of African- Matrix religions.