The event will take place on June 11 at Avenida Paulista
The 27th LGBTQIA+ Pride Parade in So Paulo will occupy Avenida Paulista next Sunday (11). This year, the city is dressed in the colors of the pride flag to celebrate the theme We want social policies for LGBTQIA+ in full and not in half.
The theme reinforces the importance of fighting for the social protection of a considerable part of the LGBT+ community that is in social vulnerability. It is with this motto that the non-governmental organization Associação da Parada do Parada LGBTQIA+ de So Paulo (APOLGBT-SP) will take 19 electric trios to Avenida 19, to protest and celebrate diversity at the same time.
The campaign was developed by the FOME Agency, and emphasizes the need for balance and unity within the LGBT+ community. By putting together a little of each one, we managed to shed light on much-needed issues and take one more step in the fight to guarantee our rights”, reinforces the responsible creative duo, Marcela Neilly and Amanda Pietra. It is essential that advertising goes beyond and assigns more and more protagonism to those who actually represent and experience these realities, comments the partner and director of the FOME Agency, Gustavo Loureiro.
The theme was embraced by brands such as Smirnoff. This year, in addition to sponsorship, we will also open free and exclusive classes for the community through Learning for Life, a program that offers free courses in cocktail making and service excellence. We want to see Pride making history for another year at Av. Paulista and everyone is our guest, says Paula Lopes, Head of White Spirits and Liqueurs at Diageo.
Other big brands support this year’s event. Being present at the Parade for the second consecutive year reinforces the place that Terra occupies in society and we understand this event as an opportunity that enables and enhances voices. On the 11th, a large part of our society will be mirrored on Avenida Paulista and we want to reaffirm our choice for diversity, says Henrique Bosco, head of Marketing, Communication and Products at Terra.
A Vivo it also reinforces the team of brands that will be present at the 27th LGBT+ Pride Parade in So Paulo. Celebrate and embrace diversity live in our time and be aware of the world around us. Here at Vivo, we participate in this conversation in a genuine way, defending technology as a tool to bring the LGBTI+ community closer together, both on occasions of celebration, as well as access to rights and other moments, says Marina Daineze, director of Brand and Communication at Vivo.
Partner of the Parade for the fifth consecutive year, the Amstel believes in the brand’s responsibility to promote public and private initiatives to strengthen the LGBT+ cause. “Amstel’s presence is also a reflection of our commitment to our values brought from Amsterdam: freedom, authenticity, diversity and respect”, comments Vanessa Brando, director of marketing for mainstream beers of the Heineken Group in Brazil.
O Free market also believes in the transformation power of companies. “We are aware of our responsibility to lead and support relevant discussions for a more pluralistic and inclusive society. Participating in one of the largest LGBT+ Pride Parades in the world, for the seventh consecutive year, is not only a reason for joy, but is in line with the work we have developed in recent years to raise awareness, bring people together and engage with the causes we believe in, says Thais Nicolau, director of Branding at Mercado Livre in Latin America.
A Oral believes that the beauty of the world lies in its diversity of people and causes. Our purpose is to Create the Beauty that Moves the World, a more diverse, inclusive beauty based on science. The LGBTQIAPN+ cause is one of the great foundations of our DE&I strategy, in which we want to represent our country in its most infinite plurality, whether in terms of gender, race, people with disabilities, different bodies and generations. says Marcia Silveira, head of DE&I at LOral Brasil.
O Burger King also continues, for the sixth year, sponsoring the Parade. For the sixth consecutive year we will be present at Av. Paulista with special activations that reinforce support for this cause that is so important and genuine for Burger King, commented Juliana Cury, vice president of marketing and sales for ZAMP, master franchisee Burger King and Popeyes in Brazil.
In addition to the aforementioned brands, Philip Morris Brasil, 3M, Kellogg’s, Accor Live Limitless, Banco do Brasil, Pantene, Microsoft and Zurich are supporting brands.
FOME agency, Globo, JCDecaux and Eletromdia are part of the media support. The Parade also has the institutional support of the São Paulo City Hall and the Government of the State of São Paulo, through the Secretariat for Culture and Creative Economy, through the Proac ICMS incentive law, and international support from the British Council.
