The Respect Bar Movement began at the Qatar World Cup and aims to promote a legacy of inclusion
Ambev enters the field with a move to leave a legacy of inclusion and to show that fun and respect are the best attacking duo, with the “Respect Bar” action.
The movement aims to map the friendly bars and establishments where the LGBTQIAP+ community can watch the World Cup games, using a social impact technology called Nohs Somos.
“The Bar de Respect movement is one more step on our journey in Diversity and Inclusion. We created this action to bring a legacy to the LGBTQIAP+ community. a future in which everyone has more reasons to toast”, said Michele Salles, Director of Diversity, Equity and Inclusion at Ambev.
To further engage the cause, Ambev committed to providing prior training for bars and employees, providing guidance on the subject and instructions on how to act in cases of discrimination.
The platform works as a kind of “LGBTQIAP+ Maps”, built by the community itself, and is available free of charge in eight Brazilian capitals. Community members can evaluate bars through the Bar de Respect page, giving a score from 1 to 5.
Ambev is also going to implement, in partnership with Livre de Assdio and the law firm Bicha da Justia, a channel so that people can feel welcome in any situation of prejudice that eventually occurs in bars, called “SAC de Respect da Cup”.
The Whatsapp channel will operate at times when the bars are busiest during the event and, if anyone experiences situations of discrimination, they will be able to count on the help of a specialized team, in a safe manner and with their identity preserved, who will guide the user about the best driving.
