Profeta Gentileza

A beacon of kindness in Brazil’s urban landscape, inspiring cultural and social change through his unique philosophy and street art.


José Datrino, famously known as Profeta Gentileza (1917–1996), was an emblematic figure in Brazil, known for his preaching of love, kindness, and respect. Born in Cafelândia, São Paulo, he was the son of Italian immigrants and initially worked in the freight transport business before adopting the mantle of “Profeta Gentileza” following a profound personal revelation after the tragic fire at the Gran Circus Norte-Americano in Niterói, Rio de Janeiro, in 1961, which claimed over 500 lives.

Early Life and Transformation

Before becoming known as Profeta Gentileza, José Datrino lived a relatively conventional life, operating a cargo transport company and residing with his family in the Guadalupe neighborhood of Rio de Janeiro. He claimed to have had a vision in response to the circus tragedy, prompting him to abandon his material possessions and dedicate his life to spreading a message of gentility. This decision marked the beginning of his journey as a public figure, wandering the cities of Rio de Janeiro and Niterói, dressed in a white tunic, spreading his teachings.

Philosophical Beliefs and Public Acts

Gentileza’s philosophy was rooted in a deep critique of materialism and a call for a return to kindness. He famously painted 56 pillars of the Caju overpass in Rio de Janeiro with messages that offered an alternative to the discontent of modern civilization. His slogans, such as “Gentileza gera gentileza” (Kindness generates kindness), became iconic expressions of his belief in the transformative power of kindness. Despite conflicting accounts of his demeanor, with some describing him as aggressive and moralistic, his message of love and gentility has endured.

Legacy and Cultural Impact

After his death in 1996, Profeta Gentileza’s murals became threatened by urban development and vandalism but were eventually restored through the efforts of the Rio de Janeiro city government and the Rio com Gentileza project. His work and message have been honored in music by composers such as Gonzaguinha and Marisa Monte, and he remains a figure of cultural significance in Brazil, symbolizing the potential for gentility and love to overcome the harshness of urban life.

The restoration of his murals and the continuation of his message through various cultural expressions underscore the profound impact of Profeta Gentileza’s life and work. His philosophy, encapsulated in the phrase “Gentileza gera gentileza,” continues to inspire those who seek a more compassionate and respectful society.

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