Vivo opens Black Consciousness Month with the launch of the “Amores Pretos” project, which exalts the power of feelings between black people as a form of resistance and social transformation. The project, which is based on discussions raised by black authors such as bell hooks, proposes that people reflect on Afro-centered affective relationships and their power to give new meaning to the past and build a different future. With the motto “our love is resistance”, the project’s first initiative is the premiere of the short film “Black Loves”, produced by Coração da Selva.
“With Amores Pretos, we want to promote different imaginaries about love through representation, promote discussion about Afro-centered relationships – whether romantic or not, and shed light on the power that this feeling has to transform structures and relationships in our society”, he explains. Marina Daineze, Brand and Communications Director at Vivo.
The film features actress Lia Benacon and actor Ronald Sotto in a script that connects the two, inspired by music, and which highlights the existence and beauty of romantic relationships between black people. The production, which had several images captured during Lollapalooza 24, will also premiere in some cinemas across the country.
With a short film as its guiding thread, the project, which has a visual identity inspired by movie posters, unfolds into different initiatives throughout the month of November and continues Vivo’s positioning as a company committed to the racial cause. On its social networks, the brand will publish daily content pills with the aim of encouraging people to reflect on the topic. On November 20th, a special event will be held at Cine Joia, which will bring together guests for a special screening of the film. The entire 360º campaign strategy and developments in online and offline media are signed by the agency GALERIA.ag.
For Ana Coutinho, Head of Business at GALERIA.ag, “we had the opportunity to once again be part of this Vivo project, taking it to the streets and disseminating its greatness to other channels. In addition to celebrating the existence and beauty of romantic relationships between black people, it is a powerful way to affirm the diversity and richness of experiences. These stories not only offer representation, but also help challenge stereotypes and show the depth of human connections.”
AFROPUNK e With Love Festival
To enhance Black Consciousness Month, Vivo, which for the first time is a sponsor of the AFROPUNK Festival, in Salvador (BA), will also bring the theme “Amores Pretos” to the event. In an unprecedented activation, Vivo invites the public to follow a journey divided into 3 points: Black Love, Self-Love and Skin Love, providing a relevant and authentic connection between the brand and the audience present at the Festival. Additionally, the brand will take photos and videos of black couples present at the event and tell about their stories on social media. The strategy also includes actions in OOH.
Vivo will also bring to AFROPUNK an unprecedented partnership with the “Denga love” app, a dating app for black people, with the aim of promoting meetings during the festival. Before the event, interested parties will answer a questionnaire about their tastes and personality. Couples who “cuddle”, that is, enjoy each other, will be able to compete for help to make this meeting happen and win tickets to AFROPUNK.
During the festival, the proposal to promote new connections through the app continues. There, the Vivo influencer squad, which for AFROPUNK is made up exclusively of creators from Bahia and features names like Rita Batista (@ritabatista) and Cleidson (@ocleidson), will show the couples formed – from those formed in other editions of the festival, even those who met through the Denga Love app.
Reference in racial equity
Since 2018, the company has had a solid program, Vivo Diversidade, based on the pillars of Gender, LGBTI+, Race and People with Disabilities to ensure a more inclusive culture and a more diverse and representative environment. The company, which aims to be a reference in racial equity, has a long history of actions linked to this topic to increase the representation of this public within the company.
Through the Diversity Day, which discusses relevant topics with employees every month, the company maintains a constant dialogue with the teams. This year, in the months of July and August, the internal public was invited to reflect on black female leadership and their emotional health. In October, the topic of whiteness and the roots of institutional racism addressed the role and responsibility of white people in the racial debate. Now, in November, the focus is territorial racism, debating the need to rethink biases, spaces and businesses with the appreciation of black people. Therefore, on the 26th, the company will promote a live broadcast on this topic, broadcast on its LinkedIn, with internal guests and market experts. The company will also carry out a guided experience with employees in a Quilombo near the metropolitan region of São Paulo to understand more about these territories, people and specific needs to improve the strategy of its diversity program, with a commitment to a responsible inclusion process.
Today, black talents occupy 33.7% of leadership positions at Vivo and represent more than 42% of the total number of self-declared employees. In the race pillar, Vivo’s main challenge for 2035 is to reach 40% black people in leadership positions and have more than 45% black people on its staff. Therefore, the company has a set of actions to increase the representation of this public within the company. The internship, trainee and young apprentice programs allocate 50% of vacancies to black talents. In addition, Vivo offers affirmative vacancies for black people at all hierarchical levels of the company.
