Campaign by Africa Creative Exposes Deadly Kidney Problems That Burden the Trans Community and in Partnership with Doctors Launch Lingerie That Can Save Lives
Ads depict use of tapes, strings, and superglue to hide genitals and spotlight an alternative product from Truccs and propose legislative action in Brazil
Brazil is the country that kills the most trans women in the world. Since most of them keep their male genitals, hiding their genitals is a way of making themselves invisible to the violence on the streets. But, with the organs glued to their bodies, it becomes impossible for them to use the bathroom. Hence, kidney related diseases are one of the highest rates of death among trans women.
The Africa Campaign wanted to bring light to this very rough reality that is only known by members of the trans community. With very sensitive content, the campaign shows how these women hide their genitals, making use of tapes, strings and even superglue. Africa also highlighted an alternative to this problem: Truccs, the lingerie specially designed for a trans woman's body.
As the urologist specializing in gender reassignment who supported the project, Dr. Thiago Caetano says "Wearing panties is a healthier solution. Several problems can be avoided, including allergies, skin injuries, and issues related to prolonged periods of not urinating, such as urinary tract infections."
To make the noise that the issue deserves, Africa launched Trucss as a fashionable lingerie brand with a commercial aired on Record TV — one of the most conservative TV channels in Brazil. The strategy worked: Africa's campaign shocked the conservative public, but also engaged other parts of that society. The Truccs campaign received the support of thousands of influencers.
But the goal of the Africa agency is much bigger. It is to transform Trucss into a basic health item. To achieve this, Africa has sent a legislative idea to the Senate proposing the free distribution of the panties via the Unified Health System, making this item accessible to everyone.
For Silvana Bento, one of the founders and the CEO of Trucss, who launched, in partnership with Africa Creative, the trans community and doctors , a funnel-shaped panty specifically designed for the trans community, this bill is “the beginning of something never achieved before."
Africa Creative (www.africa.com.br ) is one of the largest and most awarded advertising agencies in Brazil and Latin America, responsible for successful campaigns for some of the country’s most prestigious brands. Africa was founded in 2002 and is part of Omnicom Group’s DDB Worldwide.
This professional campaign titled 'Trucss' was published in Brazil in May, 2023. It was created for the brand: Trucss, by ad agency: Africa Creative. This campaign is related to the Beauty and Health industries and contains 2 media assets. It was submitted 4 months ago by President: Valerie Silverman Kerr of VSK Public Relations, LLC.
Executive Creative Director: Juliana Leite, Sophie Schonburg
Creative Director: Carolina Patrocinio
Creative Team: Juliana Leite, Carolina Patrocinio, Ludmila Abramov
Media: Aga Porada
Director of Special Projects: Lica de Souza
Project manager: Giovanna Lima
Creative Producers: Thays Miranda, Lais Cattena
Awards Director: Isabela Levy
Awards Assistant: Valentina De Luca
Talents Producers: Bruna Cicolino, Paola Arnelas, Giovanna D'Agostino, Gabriella Silva
Influencers: Sabrina Sato, Kéfera Buchmann, Malía
Agency Producers: Camila Salviano
Executive Producer: Ale Sarilho
Production: Mosaico Filmes
Audio Production Company: Mission Music
Agency Model: Rock MGT
Booker: Clara Vieira
Models: Melina Queiroz, Anny Freitas
Illustrators: Ana Beatriz Alves de Oliveira, Efe Godoy
Focus group: Paola Xavier, Fe Felicio, Karaba, Amanda, Larissa, Sacha, Debora, Yaga
National PR: Casa9 Agência de Comunicação
Advertising release: 23/04/2023
Client: Silvana Bento