Avon, Natura and the Body Shop Spread a Movement Launched in the Month of LGBTQIA+ Pride

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After the launch during the virtual LGBTQIA+ Pride Parade in Sao Paulo, Africa helps Natura&Co group’s brands take the movement 'MoreThanYouSee' to more countries
Avon, Natura and the Body Shop Spread a Movement Launched in the Month of LGBTQIA+ Pride

In favour of diversity and visibility for people from the LGBTQIA+ community, Natura&Co group’s brands (Avon, Natura, andThe Body Shop) created the movement 'MoreThanYouSee'. Its launch happened during the airing of the first virtual LGBTQIA+ Pride Parade in Sao Paulo, in the same date that the actual event, one of the biggest and most famous in the world, would normally take place.

Ad agency Africa is responsible for the communication in partnership with the Natura’s LGBTQIA+ collaborators collective, a group known as 'Natura in Colors'. The film that is currently being aired in Argentina, Brazil, Chile, Colombia, Equator, Mexico and Peru is narrated by the singer Liniker, a Brazilian artist who is black and transgender, and she is present next to people with varied profiles and ages,everyone LGBTQIA+, singing a manifesto about the plurality of voices that make the acronym.

“I am much more than LGBTQIA+. I am also everything you applaud in others. I am a nurse, I am an artist, I am a historian, I am an activist, I am the couple that wants to adopt, I am the father, I am the mother, I am the child, I am more. I am from the movement that started with just three letters and opened up to so much more”, says the singer.

Besides the manifesto, the campaign counts on a series of contents for social media such as testimonials of the film’s participants, as well as ways of support and awareness content.

“We are a beauty group that does actions of awareness throughout the year to drive work opportunities, inclusion and visibility for the LGBTQIA+ people. The month of June, however, is an important time for us to reinforce our beliefs and together raise the flag of love and diversity”, says Carlos Pitchu, Natura&Co’s media, content and communications vice-president.

Sophie Schonburg, executive creative director at Africa adds: “We live in odd times with plenty of veryconflicting opinions. In such moments, it’s important to remember the strength of inclusion and love. Things simply cannot go on as they are and themanifesto is important to remember the richness there is in plurality and different forms of being."


MANIFESTO

I am much more than you see.
I am much more than LGBTQIA+.
I am also the one you do not want to see.

I am black, I am fat, I am from the slums, I am the one that you cross the road when you see.

But I am even more than this.

I am also everything you applaud in others.

I am a nurse, I am an artist, I am a historian, I am an activist, I am the couple that wants to adopt, I am the father, I am the mother, I am the child, I am more.

I am from the movement that started with just three letters and opened up to so much more.
A movement that will not stop growing, that cannot stop including.

Because there is a whole alphabet still to fit in.
And each letter is part of the whole.

#morethanyousee

(#maisdoquevcve)


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Client

Advertiser: Natura / Avon / The Body Shop

Product: Institutional

Agency

Agency: Africa

CCO: Sergio Gordilho

Creative team: Sophie Schonburg / Phil Daijo / Carolina Velloso / Amanda Sousa / Joao Pedro Ferreira

Content and Art: Luis Felix

Content: Fernanda Grams / Thais Vargas / Julia Alcassa

Client Services: Veronica Gordilho Araujo / Livia Marquezi / Vitoria Medauar / Barbara Gamberini

Planning: Gisele Sakamoto / Gustavo Dornelles / Barbara Rolim / Isabela Euzebio

Media: Rodrigo Famelli / Luciana Prado / Juliana Mol / Lais Folsta / Matheus Rocha / Maria Fernanda Nuncio / Nathaly Rebechi / Renata Pi

Marketing Science: Elen Pose / Maria Thereza Faria / Maria Vitoria Almeida / Jhonathan Rodrigues / Manoela Neves

Agency Producers: Rodrigo Ferrari / Tais Olhiara / Eduardo Machado

Production

Production Company: Moonheist

Director: Steve Bruno

Executive Producers: Henrique Carvalhaes / William Kim

Production coordinator: Henrique Carvalhaes

DOP: Lucas Rene

Film Art Direction: Josephine Cho / Karla Brights

Direction Assistant: Victoria Alves

Production Director: Caio Barion

Production Coordinator: Henrique Carvalhaes

Editing: Dan Abraham

Post-production: BTFLY COLETIVO

Colour correction: Acauan Pastore

Sound Design: LOUD

Musical Director: Gustavo Garbato

Musical Production: LOUD Team

Approved by/client Natura: Andrea Alvares / Maria Paula Fonseca / Fernanda Rol / Carlos Pitchu / Ana Carolina Soutello / Renato Winnig / Julia Ceschin / Leticia Passini / Natalia Picolomini / Eduardo Altafim

Approved by/client Avon: Danielle Bibas / Lucas Fajardo / Miguel Marsicano

Approved by/client The Body Shop: Paula Andrade / Karina Meyer / Debora Gentil

Africa, 7 days ago