Homecenter is Colombia’s largest home improvement retailer. One of their values is to give people ways to improve their home and live conditions regardless of their gender or sexual orientation. Our brand believes that discrimination shouldn’t be a barrier for people to get a place that’s worth living.

Year after year, the Brand has been creating initiatives to contribute to inclusion, equity and diversity on all fronts: labor inclusion, housing construction programs, and actions that help the LGBTQI+ community to improve their living conditions and make their problems visible.

The brief’s great challenge was to create a new initiative that would not only contribute from empathetic communication with the LGBTQI+ community, but also help solve their problems and make them visible nationwide.

Colombia is a country that continues to move forward in terms of inclusion and diversity. However, the country's culture continues to be conservative and sexist in many ways, which means that many discriminatory behaviors and prejudices persist, being in many cases not very visible to society in general.

For all this, there is an unseen problem by society and is:

how hard it is for the LGBTQI+ community, especially trans people, to get a place to rent since many homeowners and real estate companies refuse to rent them. That forces them to live in places without optimal conditions, overcrowding, and even on the street.

Our initiative allows us to expose the problem, turning the traditional housing rental poster into a clear example of inclusion that facilitates the search for a decent home for people in the community, while educating the owners of the properties.

We take advantage of Pride Day 2021 to launch the initiative in our stores where the posters are still being delivered.

In the same week as Pride Day, we published the posters in the two newspapers with the largest national circulation (El Tiempo, ADN)

To keep the initiative alive, we created a landing page on our website, where people can download the posters.

Approximately 1.5 MM of posters have been delivered so far.

To massify the posters, we publish them in newspapers with the largest circulation, host them on our website as downloadable, and distribute them in our stores where there are still being delivering.

More than 7 MM of people were impressed by the initiative.

More than 1.5 MM of posters have been delivered.

Today the posters continue to be delivered to 40 stores in 19 cities.

We started a national conversation that even caught the attention of several media outlets.

More than US600,000 earned media.

Every day more and more are found pasted on the housed windows throughout the country.