The Brazilian government removed questions about sexual orientation and gender identity from the 2022 Census, which only happens every ten years.

This decision kept the LGBT+ community invisible, unable to claim their rights or fight for public policies. To calm down activists, the government released an official report pointing out that only 2,9 million of the population (1,9%) is part of the community. This data was allegedly underreported by activists and human rights specialists, making the community seem insignificant to public and private institutions.

Havaianas is present in more than 217 million homes and is an active LGBT+ ally brand. Havaianas's Pride Collection donates part of its sale to All Out, a global NGO. However, as a Brazilian brand, it needed to step up to give visibility to the community and show its real numbers (and colors).

To fill the data gap the government has left for the LGBT+ community, Havaianas decided to innovate its Pride Platform. The brand developed The Pride Research, a country-wide survey that brings visibility to an entire forgotten population.

In partnership with the most trustworthy research institute in Brazil (DataFolha), and All Out, we spent eight months traveling around more than 150 cities to cover all regions of the Brazilian territory. All this data generated a unique report with 78 pages with valuable information about their needs, insecurities, relationships with their family, the workplace, and, more importantly, how many Brazilians are LGBT+.

For the first time in history, more than 15,5 million Brazilians were recognized as LGBT+. Five times bigger than the government's "official" data (2,9 million).

The Pride Research project is about data collection, interpretation, and segmentation.

The Research Institute (DataFolha) has implemented its unique data collection methodology, especially for the Brazilian population. It's the same as they use for official election polls provided to essential news outlets. The methodology has a low percentage of error (2% up or down).

Using this methodology, we spent eight months traveling through more than 150 cities in Brazil, interviewing thousands of people that represent a sample of the 167 million Brazilians. Their answers were rigorously interpreted and classified, guaranteeing reliability.

This process generated the reliable data needed to develop a report with more than 78 pages launched live and featured in news outlets country-wide. Later, it was sent to influencers, congresspeople, NGOs, institutions, and other brands, turned into segmented DOOH, and featured on a website opened for everyone.

The project happened in several stages. In the first phase, exploratory research was carried out, through interviews in an online questionnaire with open and closed questions, addressing the important subjects about LGBT+ community. After that, we did a complete analysis of the information collected. In the second phase, we made a panel, with random in-person interviews. People were approached at points of population flow, geographically distributed in the researched areas.The questions were raised through the findings in the exploratory phase. We made 3 waves contemplating these two processes, guaranteeing a low margin of error. In the third phase, we did a complete study and developed a report by crossing data. The report was launched in a press conference and went online. The data was turned into OOH with the data according to where they were placed: near universities - education data; train stations - safety data; supermarkets - family data.

- ≈ 1MM USD in earned media

- 160 press publications with 100% positive NPS

- Ad value 17% above the investment for the press conference of the survey’s launch

- 14MM impressions

- +8p.p. in the brand attribute of “inclusive brand that values diversity” perception

- 75% increase sales in comparison to the year of its launch (2020)

- Over 13MM people reached via DOOH in metro terminals by over 533k impressions.

Pride Research has been used as a main source to implement internal projects within institutions. Ben & Jerry's has been using it to develop D&I projects; São Paulo's Pride Parade is using it to help them shape the 2023 Parade theme; +Diversidade is using it to help their clients on D&I projects; All Out has already been using the data to push the government for affirmative laws; Congressman Fabio Felix is using the Pride Research to support bills and push the legislation chamber.