Campaign aims to show how mutual support serves as an impetus for the cause to occupy more spaces
Converse launched a campaign to show the creative power of the LGBTQIAP+ audience from the bonds of affection that are formed in the community, in celebration of Pride Month.
With the theme Found Family (chosen family, in free translation), the initiative reinforces the concept that the journey of affirming the identity of those who make up the community is more authentic and joyful when they are surrounded by love, support and welcome from everyone. .
The idea of the campaign is to show how mutual support serves as an impetus for the LGBTQIAP+ cause to occupy more spaces and has manifest videos from three families: the Quebrada Queer collective, the Vogue Pajuball ball and LIGAY. In the videos, each group explains, through its own way of being, what a chosen family is and how it works for each individual and for the whole.
Converse’s Pride campaign in Brazil will also highlight the return to the LGBTQIAP+ community in addition to supporting the collectives and the brand will revert part of its profits to Casa Chama, a space for political and cultural articulation to affirm the existence of transvestigender bodies.
