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

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

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

Then we decided to bring it to life within the hospital ambient – by developing a series of posters that could inspire a change in perspective.

Since the beginning this project was all about changing people's perspectives around a sensitive issue.

Then it struck us – the classic lenticular prism foil, bringing back that nice visual experience we all love.

Fortunately in Brazil we have one of the few printing vendors in the world equipped with high-end lenticular technology.

So we designed a series of 6 different posters, with 8 different faces on each. The lenticular effect works from both horizontally and vertically.

The series of lenticular posters recruited design to serve a movement – a transformative movement – towards a more tolerant world view.

Our posters dressed up the Unimed hospital with the colors of our Social TRANSformation.

And everyone passing by the corridors of Unimed was granted a perspective-changing experience ;)

As we searched for a visual language for our posters, we stumbled upon an impressive number of different flags that represented the many nuances in the gender universe.

The transgender flag, by the trans artist Monica Helms, was the one that best suited our objectives.

It bears the blue or pink you are assigned as a baby, plus white for neutral. We deconstructed this color structure by blending them all together, as a reference to the infinite possible gender combinations.

Now our project needed a face – actually, lots of faces. To combine them, we used X and Y not as a symbol of chromosomal determinism, but of diversity.

We ended up with an intriguing combination of faces and moods. Now all we needed was a medium to convey the diversity we were looking for.

Brazil holds the sad record for the #1 country in the world in number of homosexual and transgender murders -- more than Mexico, USA and Colombia combined.

This prejudice translates into other forms of violence. Transgenders are commonly denied proper health care, and the lack of information about their specific needs is clear among doctors and hospital staff.

As a key healthcare provider in its region of influence in the countryside of Brazil, Unimed Rio Preto needed a symbol to start a dialogue, understand the needs of the transgender community, prepare to offer them a better treatment and inspire others to to the same.

Budget was of course limited. So we would need an impactful design solution, delivered in an accessible way.