Health insurance plans are subject to the authority of ANS, Brazil's national health agency, and all communications must comply with the official regulations.

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

Transgenders are a target of all forms of discrimination and prejudice --- violence, murder, sexual harassment, lack of access to education, health and job opportunities.

And no matter how much Brazil sees itself as a tolerant country, statistics prove it is a very hostile place for the trans community. And this cannot be normalized anymore.

Unimed Rio Preto is a healthcare insurance company in the countryside of Brazil. Together, we saw the opportunity to spark a change in that region. Beginning with doctors and staff, and spreading through thousands of members, families and friends.

More than just delivering a nice statement, we wanted to walk the talk of the Social TRANSformation. So we decided to act to Unimed's commitment, with an action plan based on 3 pillars: EDUCATION, RESPECT, INCLUSION.

From the inside out, The Social TRANSformation communication targeted the Unimed internal audiences with workshops and training materials; members received a manifesto and programmatic media; then we approached the surrounding population with local TV, radio and newspapers; and finally moved to the national audience via Facebook and online media outlets.

We approached people to start a dialogue, showing our willingness to learn from transgender themselves, and further trying to inspire change in and out of Unimed.

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, Unimed Rio Preto wanted to start a dialogue to understand the needs of the transgender community, prepare to offer them a better treatment and inspire others to to the same.

It was clear that Unimed Rio Preto could lead the way. And it should happen from the inside out -- not just as a statement, but through coordinated action.