Peach
Hobby home page
Soundlounge
AdGreen
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Sodimac Homecenter and McCann Colombia Promote Diversity and Inclusion with 'Renting Free From Stereotypes'

Creative 39 Add to collection

Agency promotes a home without fear of being discriminated for the LGBTQ+ community

Sodimac Homecenter and McCann Colombia Promote Diversity and Inclusion with 'Renting Free From Stereotypes'

According to the World Habitat Report, 50% of LGBTQ people are concerned about revealing their sexual orientation when accessing living services, fearing discrimination. And in Bogotá transgender women and men have the highest percentages of declared vulnerability to their right to the access of a decent housing: 30.3% and 14.3% respectively.

In response, McCann Colombia and Sodimac Colombia - and its Homecenter and Constructor brands - developed the initiative 'Renting Free from Stereotypes' to promote the access of these communities to a home without fear of being discriminated.

In this way, people can download an advertising kit from arriendolibredeestereotipos.com or get one free of charge (subject to stock) in the main stores of the brand in Bogotá.

“At Sodimac and Homecenter and Constructor brands we believe that the house is our place in the world and that no one should be rejected for their race, gender or sexual orientation and especially when looking for a place to live. We invite all Colombians to join this campaign and declare that their owners are free from stereotypes, so that LGBTIQ+ community people can also find their place in the world,” expressed Greisy Díaz, brands and endomarketing manager at Sodimac – Homecenter.

Julián Barrera and Matthew McNish, the agency's creative directors, commented: “We looked for a timeless idea that made people turn into the protagonists and allow Homecenter to contribute with a real and relevant action to a problem that nobody talks about. Fighting against discrimination, 'everybody's house’ keep their meaningful role in people´s lives.” 

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Credits

President: Álvaro Fuentes.

VP: Andrés Jiménez.

CCOs: Diana Triana & Juan Cárdenas.

Creative Directors: Matthew McNish & Julián Barrera.

Copy: Valentina Agudelo.

Account Director: Clara Pérez.

Account Executive: Jenny Perdigón.

Marketing Manager : Mauricio Quintana.

Director of the project: Jorge Villafañe.

McCann LATAM, Wed, 28 Jul 2021 16:26:00 GMT