Description
Everyone knows someone in the LGBTQIAPN+ community who had to leave home early to live their gender identity or sexual orientation fully. When this happens, the need for survival often leads many of these individuals to accept any job opportunity available. Basic financial education not being part of the mandatory school curriculum contributes to misinformation, placing many in situations of social vulnerability.
With this in mind, we created a card that directly addresses this gap in the community: Pride Card - the card that comes with financial education built in.
The largest LGBTQIAPN+ Pride Parade in the world was chosen as the launch venue. Under the concept INVEST IN YOU, the initiative focused on financial education and empowering the LGBTQIAPN+ community in the realm of finance.
After completing a questionnaire, each person received tailored content: in-person offerings included mini-lectures and personalized consultations, while digitally, podcasts and videocasts were available.
Those who completed the financial knowledge journey also received an extreme makeover for nails, hair, and makeup. Because Banco do Brasil believes in the power of personal investment, whether in yourself or your finances.
This professional campaign titled 'Pride Card' was published in Brazil in August, 2024. It was created for the brand: Banco do Brasil, by ad agency: Terruá. This Experiential and Integrated media campaign is related to the Finance industry and contains 2 media assets. It was submitted 4 months ago by Terruá.
Credits
Creative Agency: Terruá
CEO: Moisés Gomes
VP: Martha Letícia
Geral Manager Director: Ana Paula Bulus
Creative Director: Duda Moreira Salles
Creative Supervisor: Thiago Vieira
Copywriter: Sandra Tavares, Duda Moreira Salles
Art Director: Talita Morais, Juan Sales
Account Director: Carol Maiorana
Account: Angélica Diano
Planning Director: Martha Letícia, Michelle Borborema
Planning: Renata Sampaio, Débora Nazareno
Production Director: Deko Barreto
Production: Marina Melo, Thaís Costa
Traffic: Murillo Lopes
Motion Graphic / Editing: Pedro Neto
Image Capture: Gabriel Amaral
Video Capture: Estúdio BB e Mixtape
Audio Producer: Audiotech
Casting Voices: Rosane Pereira
Audio Editing: Paulinho Goés
Sound Treatment: Paulinho Goés
Scenography: Modale
Approval: Paula Sayão, Tadeu Figueiró, Júlio Paranaguá, Shariel Ariadne, Danilo Fortes Barbosa and Diversity Committee Banco do Brasil
