With the Covid-19 breakout, many LGBTQIA+ had to go back to their relatives’ homes in order to be protected from the virus. Unfortunately, instead of safety and sanctuary, what many of these people found was prejudice, intolerance and violence from their families. The objective of this campaign was a call to action and to raise awareness of the 19th Gay Pride Parade, a yearly event promoted by the Gay Group of Bahia, Brazil’s first LGBTQ+ NGO. In 2020, the parade had to be held virtually. 

To develop the detailed insights required, we conducted a series of interviews with the LGBTQI+ community about how the pandemic was unfolding for them. It was through this data that the creative team could see the problem through the eyes of the community and translate their fight into an ad that could grab the attention of the entire society. 

The casting was very important. We had to find people engaged with the cause who could bring emotion into the film. The soundtrack was chosen because it’s a “hymn” for the LGBTQIA+ community and also a song that shows the human capacity of overcoming challenges, surviving and reinventing. 

Target audience

The most important thing was to keep the fight alive, even if virtually. That’s why the film was targeted not only at the LGBTQIA+ community but at everyone who wanted to participate in this manifesto for life and the love for freedom during social isolation. 

Where it ran

The campaign was aired mainly on YouTube and Social Networks.

Impact

The campaign had press coverage and won awards here in Brazil and certainly raised awareness of the 19th Gay Pride Parade in the way that we’d hoped it would.