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 (source: 2008-2016 Transgender Europe’s Trans Murder Monitoring, TMM)

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.

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.

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.

We see this project as a kick off for a comprehensive gender-neutral policy, and an example of how a company can make a positive impact on its region of influence. Some results so far:

SOCIAL MEDIA PERFORMANCE (knowledge, consideration)

* 1.186.559 people impacted in 2 days

* 623,523 people engaged

* 2,425 interactions

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"

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)

The agency realized that Unimed Rio Preto had the vision and the courage to lead the way. And the change should happen from the inside out -- not just as a statement, but through coordinated action.

Then 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".

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.

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.