Brazil is a being-in-becoming culture as people place a high value on one’s community and their relationship to it. However, Brazilians do admire accomplishment and power and this makes Brazil a more being-in-becoming culture, which is in between being and doing cultures. Communicating in Brazil would be more effective if organizations communicated with people using word of mouth campaigns by encouraging them to tell their friends and family do this or that. For example, a health organization trying to encourage people to get tested for HIV might want to encourage people to tell their friends and family to get tested, given that people’s family is their largest support network.