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).

Brazil went through 4 years of a highly conservative government, where the rights of minority groups were questioned several times. Bolsonaro's (aka Tropical Trump) moral positioning has increased LGBTphobia in our society and within the government itself.

Given this scenario, Bolsonaro's government was responsible for implementing the 2022 Census (which happens only every ten years). His government decided to eliminate questions about gender identity and sexual orientation. The LGBT+ community protested against his decision. To manipulate society in his favor and show how irrelevant this community is, the government released a Report pointing out that only 1,9% of the population is homossexual or bissexual, which was seen as entirely underreported and excluded gender identities questions.

The government's report generated a lot of discussion about negligence from the government and how important it is to have the real numbers of a minority to ask for public policies and rights.

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 project was designed for the Brazilian LGBT+ community - our major audience.

For the past years, Havaianas has been investing in ally projects for the LGBT+ community in partnership with All Out. The brand advocated for the LGBTQ+ community through its Pride Collection for the third consecutive year. As solid as the Pride platform was, the brand was at risk of being affected by a dominant social conversation of a general disbelief in Pride activations, interpreted as Rainbow Washing. Havaianas had to reinforce its meaningful proposition towards a community to evolve its perception as a truly allied brand and be seen as more than a rainbow print in fashion products. So in order to promote the proper change and tackle the misbelief from the community, we had a second target in mind: brands, NGOS and the government.

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.

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.

- ≈ 1MM USD in earned media

- 160 press publications with 100% positive NPS

- 14MM impressions

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

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

Havaianas is present in every Brazilian home, and knows Brazilian's homes like no other brand. Apparently, better than the former government (Bolsonaro's). His government was responsible for implementing the demographic census that happens only every 10 years. They decided to exclude questions about gender identity, and to calm down activists, they launched an underreported survey pointing out that there are only 1,9% LGB people in Brazil - the country with the Biggest Pride Parade in the World (3MM people only in São Paulo). The government never had proper data about the LGBT+ community until Pride Research was launched.