The campaign starring Linn da Quebrada aims to give visibility to the situations that the Trans community faces on a daily basis
“If I tattooed the way I would like to be called on my forehead, would that be enough for you to welcome me the way I am?” It is through the experience and voice of Linn da Quebrada that Doritos Rainbow launched the #RespeitaMinhaIdentidade movement.
The movement is part of the campaign that aims to give Trans people a leading role and provoke a reflection on freedom and respect for gender identity, in addition to the group’s belonging within society.
The campaign-manifesto film, co-created by AlmapBBDO and Raquel Virgínia, founder of the startup Nhaí, was created with Trans people, from the script to the completion of the video.
“Participating in yet another Doritos Rainbow campaign, the second in a row, shows how the brand understands that diversity must also be built within a continuous narrative, with projects aimed at medium to long-term changes”, said Raquel Virgínia, founder and CEO. from Nhai.
With the objective of giving visibility to the daily situations that Trans people face in the search for the recognition of their identity and promoting actions for the change of behavior towards an inclusive society, the brand joined ANTRA (National Association of Transvestites and Transsexuals) in creation of a petition, which invites all people to sign for a more inclusive ID that guarantees more security for trans people.
On social media, the brand has a team of representatives for the #RespeitaMinhaIdentidade movement such as: @bixarte, @boombeat, @isisbroken, @transtornadaisy, @jonasmariaa, @raquelvvirginia, @leocastilho, @siamese.lg, @cattylares_ and @transboylife_ .
“Calling this team of ambassadors to be part of the actions is fundamental for a creation based on the reality of the community and our commitment to bring even more strength to achieve our objective: to make us, as a society, be able to mobilize ourselves by leaving a legacy and promoting greater inclusion for the community.”, said Cecília Dias, VP of Marketing at PepsiCo.
