We are also entitled to choose support and shelter.

Every year, in June, many brands bring up the LGBTQIAP+ cause, but they brush this topic aside during the other months of the year. In order to show our support during Pride Month in 2022, we decided to encourage a reflection about true and long-lasting shelter that boosts pride, as well as taking up a space that cannot be held only occasionally. 

Unfortunately, many members of the LGBTQIAP+ community cannot count on their households for backing and support. These people ultimately come together in the pursuit of understanding and shelter, in order to create their own support networks or found families. This is why we created the #FamíliaAGenteEscolhe – feat. @quebradaqueer, @festaamem and @ligaybr sports league. A movement that chose to celebrate these individualities and these collectives. Click here to watch:

This initiative included activation of event circuits related to these groups, financial support, a film, digital content and OOH. It elevated LGBTQIAP+ culture and, mainly, expanded the Pride message, sounding it throughout the year.