ESCALA, Porto Alegre / GRUPO PELA VIDDA / 2017
Brazil is the country that kills more transexuals in the world. Alarming numbers that doesn't seem to stop growing. Only in the last year, there were more than 600 innocents dead. In this context, our idea was to bring the subject and the discussion about the problem to the streets of Porto Alegre, one of the largest capitals in Southern Brazil, known for having high levels of sexism and prejudice agains transexuals.
Each ad was created from a different material: roof tiles, doors, carpets and even a raincoat. The idea was to show that the ads were born different from who they are today. For example: this panel was born carpet. We showed that, no matter from who you were born, what matters is what you really are.
With an investment of only US$ 480,00, we created a campaign that reached more than 15 million impressions. Besides:
• Stories on radios and large national communication vehicles.
• Post on the main creativity blogs of the country
• Thousands of organic shares on social media
But the most important result was encouraging the message that everyone must be proud of who they are.
We brought the discussion about transphobia to the streets with a media campaign with unique formats and ads. So was born the Be What You Are project. We chose main points across the city to disseminate our speech.
Pela Vidda Group is an organization that defends human rights in Brazil. In a moment that the country leads world rankings of violence against transexuals, the NGO created a campaign of awareness about transphobia. Besides having a strong message about respecting differences, it was necessary to bring strength and respect to every brazillian transexual, that suffer every day.
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