Monkeys and bananas campaign fruit of PR firm

Dani Alves' inspired moment of improvisation in defusing a racist gesture by picking up a banana and calmly eating it is becoming a social media phenomenon.

The latest salvo in the burgeoning anti-racist campaign comes courtesy of his Brazil and Barcelona teammate Neymar, whose PR firm is launching a "we are all monkeys" social media initiative.

Sao Paulo-based company Loducca was alerted by Neymar's father after his son also endured racist insults in an April 12 match in Granada, the firm's vice-president Guga Ketzer revealed.