SÃO PAULO, BRAZIL — As a way to promote gender equality and diversity, O GLOBO published a special edition for the International LGBTQIAP+ Pride Day. Created in partnership with BETC HAVAS São Paulo, the newspaper makes a thematic change in its logo, for the first time in 95 years of history, alluding to the political and social movement.
The unprecedented initiative brings a special publication for the date, which has the participation of several columnists and LGBTQIAP+ influencers, highlighting the community in different sectors. In addition, it features a super poster with the pride flag stamped in an eight-page format, with content on the back about the history of the LGBTQIAP+ movement in an almanac format.
The newspaper’s special edition follows the absence of the famous Paulista Avenue LGBTQIAP+ Parade due to Covid restrictions, for the second year in a row. “If LGBTQIAP+ pride was not heard on the most famous avenue in Brazil, now it can be read all over the country”, the digital film’s voiceover says promoting the campaign.
The cross-platform project also brings a special podcast program and three lives scheduled for June 28, 29, and 30 on the brand’s YouTube and Facebook channels to debate themes and issues of the LGBTQIAP+ community.
Every day, through its editorials, in print and online, O GLOBO has been deepening issues of the LGBTQIAP+ population in articles and actions under the values of respect for others and diversity, in its multiple manifestations. These are also values and principles shared by Grupo Globo and Editora Globo by creating internal selection processes and people development actions.
Agency: BETC HAVAS
Client: O GLOBO
Product: O GLOBO Newspaper
CCO: Erh Ray
Creative VP: Andrea Siqueira
Creative Directors: André Batista, Marcelo Ribeiro and Victor Castelo
Creatives: André Yank, André Batista, Cláudio Oliveira, Fernanda Peka, Lucas Madu, Matheus Távora, Mayara Sales and Victor Castelo
Account: Carolina Delalibera and Henrique Pecego
Media: Marco Rivera
Executive Produccer: Anna Luisa Ferraz
Producers: Andrea Carmassi and Dayane Dantas
Film Director: Luigi Dias
DOP: Renato Marcondes
Audio Production: S de Samba
Client approval: Frederic Kachar, Alan Gripp and Tiago Afonso