The initiative is yet another move by the company in favor of an equitable, diverse society that values the beauty of relationships
Grupo Boticrio and Mundo Bita teamed up to release the music video Cheirinho de Famlia to celebrate Children’s Day and encourage conversations about family diversity.
The initiative is yet another move by the company in favor of an equitable, diverse society that values the beauty of relationships. The production is available on Mundo Bita’s YouTube channel and has a version in pounds and audio description.
History brings as an example some of the various possibilities of family configurations, such as adoptive, single mother, single father, homoaffective with two mothers and another with two fathers, heteronormative, among others. In total, there are 36 characters, 10 of which were created exclusively for the project and which will later be incorporated into other content in Mundo Bita, a children’s phenomenon. The characters Amora and Fred, already known by fans of Mundo Bita, also gained familiar nuclei.
The campaign was inspired by the Universal Parental License (LPU), a benefit that guarantees 120 days of 100% paid leave for different family configurations and which aims to encourage the presence of fathers and mothers with their children in the first months of life. or adoption, contributing to an important cultural change for the company and society, in addition to contributing to gender equity.
Our commitment is to collaborate in a continuous and positive way to transform the world we live in, with the Universal Parental License being one of these contributions. When we make it possible for everyone to devote themselves to parenting in a more equitable way, we are directly addressing co-responsibility and equity in the formation of families at a time when bonding and care are fundamental. The partnership with Mundo Bita is yet another incentive we provide to foster, through dialogue, awareness of the importance of differences, respect and love, said Ana Carla Lopes, the company’s head of Communication and Reputation.
In addition to the clip, the project will have a printable activity booklet for children to play and learn in a playful way with the new characters. The material will be freely available for download on the official website of Mundo Bita.
It was very pleasant and fun to work with this project, creating new characters and being able to contribute to the transformation of society. This is a demand that has already been identified through messages on social networks and e-mails that we receive from our public. For us, in addition to meeting a request from fans, we are giving more visibility to the different family formats, added Chaps, creator of Mundo Bita and one of the founders of the production company Mr. Plot.
