The brand will make a donation that will enable the renovation, moving and opening of the new headquarters of Casa Chama, in addition to making projects viable.
For the third consecutive year, Trident is renamed Prident, in allusion to the term “pride” – in English, pride – for LGBTQIAPN+ Pride month. With the action, the brand aims to offer its name, its visibility and its colors to support the community.
After sponsoring the second edition of the Pride Festival, held by Mynd and Agrada Produes, on the first weekend of the month, in So Paulo, the brand continued with the campaign on social networks and once again entered into a partnership with Casa Chama, NGO aimed at the transgender population with sociopolitical and cultural action, which works to guarantee emancipation, appreciation and quality of life for the trans population.
“Casa Chama is a space for developing the potential of the trans population and we believe that supporting the expansion of something so important is a way of guaranteeing representation, which is what Trident believes. Prident is a way of amplifying support for the cause, but the brand works all year round looking for various forms of support from the community and integrating this into their daily lives”, said Anna Carolina Teixeira, director of candies and gums at Mondelz Brasil.
Through another year of partnership with Casa Chama, Trident closed a donation action enabling the refurbishment, moving and opening of the new Casa Chama headquarters, in addition to enabling projects that were in progress. The partnership will also pave the way for Casa Chama to take plans off paper, such as the construction of spaces for self-care and bathing, laundry, atelier and boutique, audiovisual studio, and spaces for holding events, with the purpose of raising new resources. , and integration events with allies and volunteers.
“It is with great joy that we close another year of partnership with Prident, which shows that the brand is really concerned with a medium and long-term relationship and understands that support has to be recurrent and not one-off. This is the big difference with ours. partnership with Trident: not only in June, a work carried out during a year with several actions and dialogues, creating coexistence and activities between the teams of Casa Chama, Leo Burnett TM, Mondelz and all the companies and people involved in the project” , added Rodrigo Franco, Founder and Vice President of Casa Chama.
The action continues Trident’s history of acting in the LGBTQIAPN+ cause and speaks to the brand’s positioning on encouraging people’s authenticity, reinforcing the commitment to inclusion and diversity.
