The #FamliaSeEscolheSim campaign will help selected houses by donating part of the revenue from the sale of Absolut Vodka bottles
Absolut launched the #FamliaSeEscolheSim campaign, which aims to support the national Ballroom culture, which consists of a political and social movement that celebrates the diversity of gender, sexuality and race.
The project unfolds in an initiative that is curated by Casa 1, a reception center for the LGBTQIA+ population and will finance the selected houses by donating part of the proceeds from the sale of Absolut Vodka bottles purchased in August at the Drinks & Club.
“The sense of family for LGBTQIAP+ people who have suffered some kind of rejection becomes broader and has multiple meanings, like the Ballroom families that are part of the project. about having a support network and celebrating these family dynamics and their different representations than to be and be part of a family”, said Patrcia Cardoso, marketing director at Pernod Ricard Brasil.
With this action, the brand wants to subvert the concept of what family can mean and, therefore, together with Casa de Candaces, Casa de Mutatis and House of Blyndex, it will co-create coats of arms that represent the ballroom families.
Starting this Thursday (11), the brand will invite the public to discover the wide range of family formations, creating coats of arms for those who interact with the brand on Twitter.
“Absolut wants to remain a catalyst for the community. As we celebrate Chosen Families, especially Ballroom Families, we redefine the notion of a stereotypical family unit and encourage reflection on the importance of these safe spaces for LGBTQIA+ people to be and express themselves authentically.” , added Patricia.