Some of the spots made for ABCLGBTQIA+ campaign. I worked in the simple motion design as well as the majority of the words/terms created, both for on-air and for the website.
Piece Description
As we read the official synopses of the series, we noticed that even they struggled to choose the appropriate term to describe the character. "Non-binary," "Trans," "Gender Fluid"... There was no consensus. So, we were certain. We needed to start from the beginning. With the ABC. We created ABCLGBTQIA+, a new glossary of inclusive language designed to educate the entire country, providing easily digestible educational materials (in video, text, and audio). Free of rights, it can be reused by anyone, brand, or institution. With the online glossary and the words on the streets, the impact was enormous. And ABCLGBTQIA+ is now a training program in Senior Universities, in an effort to transform even the most conservative individuals into one of the biggest symbols of tolerance this cause could have.
Briefing Description
For the launch of "Sort Of" in Portugal, a new series about a non-binary person who identifies with the pronouns "they/them," the challenge was significant: how to communicate with a wide audience in a country with one of the oldest populations in Europe, predominantly Catholic and conservative. The briefing also emphasized the protagonist, as it was the first time in Portugal that a television series would feature a non-binary person as the main character.
Results
ABCLGBTQIA+ played an unprecedented role in public debate, extending far beyond Pride Month and Portugal. As a result: +15M Earned Media Impressions; +€5M Media Value; 118 Opinion Articles; 75 countries visited the platform; 34 countries downloaded the glossary; +18,000 files downloaded (text, audio, and video); +30,000 registered sessions; 1:49 min average interaction time, equivalent to learning 10 terms; With €0 invested in influencers, ABCLGBTQIA+ received spontaneous support from public and political figures, including global star Anitta; Due to the surprising response, ILGA is now replicating the educational program for several senior universities across the country; FOX Life had its best month in a year and surpassed its direct competitors.
Piece Title
ABCLGBTQIA+
Advertiser
FOX Life, ILGA
Company
The Walt Disney Company (In-House) and Stream and Tough Guy
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2022/2023