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"We Will Survive" - Gay Group of Bahia - Propeg

08/07/2021
Agency Network
Denver, USA
32
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Agency / Creative
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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.


About Worldwide Partners
Worldwide Partners, a network of independent marketing services agencies comprised of the most progressive, creative and diverse marketing talent in the world, offers brand marketers and agencies a global platform for reimagining growth. Our synergy of more than 75 agencies in 40 countries thrives within a collaborative framework that celebrates and accelerates independent thought through interdependent scale, creating access to new minds, new markets, new capablities and new business opportunities.

But reimagining growth is more than our purpose. It’s a commitment.

A commitment to create new value for our clients, our agencies and our communities by leveraging our diversity to create local prosperity on a global scale.
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