We had an insight. Transgenders do not have a disease. But our society does -- and it's called TRANSPHOBIA.

Unimed Rio Preto was committed to become the first health insurance in Brazil to treat this social disease.

Based on this insight, we created a name for this movement: Social TRANSformation. And a tagline: "The first treatment is respect".

In the implementation of Social TRANSformation, Unimed Rio Preto is delivering on each of the three pillars – education, respect and inclusion – in a coordinated way.

EDUCATION:

* sensitivity training for all Unimed employees, through a workshop with male and female transgenders, doctors, psychologists and activists;

* medical education, by delivering a series of clinical studies of health-related issues on people going through hormonal treatment;

*10 guidelines for the entire customer relationship team.

RESPECT:

* Unimed Rio Preto became the first health insurance in Brazil to adopt the patient's social (chosen) name on all communications, including the member card --- which for most transgenders is the very first document bearing their chosen name;

INCLUSION:

* Unimed wants its staff to reflect the diversity in the Brazilian society;

* professional qualification training is being offered;

* next, transgender professionals will be hired.

FACEBOOK COMMENTS (awareness):

"Our country needs more companies like this." (Anderson Benjamin)

"Amazing! I wanna work there with you." (Danielli Nasci)

"I'm a transgender and feel great about this initiative." (Agatha Ferreira)

MEDIA HEADLINES (coverage):

"Unimed encourages transgenders to apply for jobs" (CBN radio)

"Hospital educates employees to respect transgenders" (CBN radio)

"Unimed discusses transsexuality" (Diario de Olimpia, newspaper)

"Workshop debates transsexuality"

SOCIAL MEDIA PERFORMANCE (knowledge, consideration)

* 1.186.559 people impacted in 2 days

* 623,523 people engaged

* 2,425 interactions