The campaign, created by VMLY&R, surprised company employees with family members wearing T-shirts with phrases of support
To celebrate the month of pride, Casas Bahia launched a campaign in which it invited parents, family members and friends of people from the LGBTQIAP+ community to demonstrate their support for the cause, entitled “#TenhoOrgulhoEMostro”.
In the piece, created by VMLY&R, collaborators from the LGBTQIAP+ community at Casas Bahia tell their stories and are surprised by their family and friends wearing T-shirts with messages like “Proud of my LGBTQIAP+ daughter”, in support of them.
“Invitations to talk about this subject show that the flag does not need to be worn only by the community and that LGBTQIAP+ pride should be something extended to everyone. allies in different ways”, said Sandra Borges, Head of Client Engagement and Operations for Via Hub at VMLY&R Brasil.
As part of the campaign, the company distributed stickers with the words “I’m proud and I show them” to all employees at the stores, CD’s and headquarters.
“We are enormously proud of our plurality and we work hard to translate all of Brazil’s diversity into our team, and we go further, creating increasingly healthier and safer environments so that people can be who they are, wherever they are and we know that leadership is an essential part of this dialogue. That is why, until September, more than 1,000 managers who work in store operations will undergo training on combating homophobia and any type of discrimination and violence”, added Amanda Ferreira, Inclusion and Diversity manager da Via, owner of Casas Bahia.
