Announcing their participation as supporters of the LGBT+ Pride Parade, in São Paulo (SP), Adnews and BMG Musicone of the largest record companies in the world, came together to launch the Camarote Pride Party, Advertising & Music, where they welcomed around 80 guests, in an exclusive space on Av. Paulista, during the LGBT+ Pride Parade.
Artists, musicians, influencers and advertising trade professionals were present and were able to watch the Pride Parade from an unimaginable angle, with a privileged view, directly from the Lounge Terraço at BMG headquarters, on an incredible rooftop.
According to Cathy Birle, partner and head of Content at Adnews, the initiative highlights the need to give a voice to professionals within the advertising market, who often end up not having the opportunity to live their lives freely, nor reveal their individual options, for fear of retaliation and even prejudice.
“To kick off this community celebration, we prepared a special initiative at the Parade, in partnership with BMG Music, bringing moments of fun, relaxation, as well as a necessary approach of acceptance and respect, to everyone present”, highlighted Cathy.
The first edition of the ‘Pride Party’ was a great success, as was the LGBT+ Parade, which brought together almost 73 thousand people during the peak of public concentration, in its 28th edition, according to data from Monitor do Debate Político no Meio Digital, a project research group of the Public Policies for Access to Information group at the University of São Paulo (USP). Furthermore, more than 16 electric trios, with various shows, including Pabllo Vittar, Gloria Groove and Filipe Catto, passed through the avenue.
Jef Martins, VP of Culture, Diversity and Inclusion at APP, highlighted the partnership between companies to support causes and give visibility to the LGBTQIAPN+ community.
“This partnership between advertising and communications companies is very important, to support relevant causes and give visibility to the community. It is a very happy day, of pride and celebration”, said Martins.
With the support of Malala Films and the Association of Advertising Professionals (APP Brasil), the initiative amplified the cause within the advertising market and gave a voice to brands and various professionals in the field, seeking representation and celebration of plurality, within the greatest moment of the LGBTQIAPN+ community in Brazil.
“For us it is extremely important to support and be present at an event like this by BMG and Adnews. Being privileged and in such a diverse and cultural environment is very important”, said Silvio Soledade, president of APP Brasil.
The event also reinforces companies’ commitment to diversity, equity and inclusion.
“The São Paulo LGBT+ Parade represents an emotional and cultural transition, which is the transition from shame to pride. Society teaches us to hate ourselves, and there is a very generous process to see ourselves positively and the way we are. Brazilian advertising can and should lead the process so that society sees us differently, based on trans-affirmative narratives”, highlights Ariel Nobre, founder and executive director of the Observatory of Diversity in Advertising.
Marta Rocha, founder of Malala Filmes, supporter of the event, spoke about the importance of supporting the cause and promoting inclusion in Brazilian society. It is a very important event for everyone, supporting this cause is a milestone for the entire Brazilian society, showing how important it is for everyone to be here and alongside this movement of the LGBTQIAPN+ community.
“Supporting this cause is a milestone for the entire Brazilian society, showing how important it is for everyone to be here and alongside this movement of the LGBTQIAPN+ community”, concluded Marta.
The second edition of the VIP box, Pride Party, from Adnews and BMG Music, is already guaranteed and promises many surprises and brand experiences for next year. Check out the full film of the event and stay tuned for news.
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