In the midst of the pandemic, many gays, lesbians, transvestites and transsexuals had to return to their relatives' homes to protect themselves. However, instead of finding refuge, a large part of these people came across the intolerance and hatred of parents, siblings and relatives who were not satisfied with their sexual orientation. The number of murders of transgender people in Brazil was already higher in the beginning of the second semester of 2020 than in the whole of 2019.
Seeking to bring light on this scenario, the Gay Group of Bahia (GGB) asked Propeg for a campaign to publicize the 19th LGBTQIA+ PRIDE PARADE, which this year will take place virtually on November 22th, through the entity's website. The result was the creation of a film which makes a hard parallel between the isolation experienced by society today and that has been present in the life of the LGBTQIA + community for a long time. To the sound of a version of the song I Will Survive, considered by many to be the anthem of the community, the film makes several analogies of the current moment in relation to the situations of isolation, fear and threat that the LGBTQIA + community has lived for decades.
“Even without going to the streets, it is important that our community remains united and active, to continue to fight for our rights with government entities and for the affirmation of our freedom” - says the president of the Gay Group of Bahia, Marcelo Cerqueira.
Emerson Braga, Propeg’s CCO, explains that during the creation and development of the campaign, the agency interviewed countless gays, lesbians, transvestites and transsexuals who shared emotional reports about family conflicts experienced during the pandemic. “ With this message we hope that families can reflect on tolerance and on the possibility of harmonious family life. May this be a day for mothers and fathers to reflect on the importance of supporting their homosexual children's decisions. ”

This professional campaign titled 'I Will Survive' was published in Brazil in November, 2020. It was created for the brand: 19th Bahia Pride LGBTQIA+ Festival, by ad agency: Propeg. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 3 years ago by CCO: Emerson Braga of Propeg.


Advertising Agency: Propeg, Salvador , Brazil

San Miguel Coun...


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