Initiative created by Made agency
‘Stop of respect. There is no place for prejudice on the subway.’ This is the slogan of MetrôRio’s campaign in celebration of International LGBTI+ Pride Day, celebrated this Friday (28).
Created by the Made agency, the campaign has empathy, information and safety as its pillars; and the objective is to reinforce the movement that is fundamental to democracy.
Using Rio de Janeiro slang, the institutional action is an invitation to a ‘stop’, a pause in the journey of the 650 thousand passengers who travel daily on the subway system, to reflect on the importance of supporting the fight for respect, appreciation of diversity and inclusion.
This year, the new feature is the inauguration of the “Diversity Stairs” at Del Castilho station, in the North Zone of Rio de Janeiro. The accesses to platforms 1 and 2 have been given the colors of the flag, a symbol of the group’s struggle.
At General Osório/Ipanema station, in addition to the new stickers on the stairs, inaugurated on the same date in June 2022, the concessionaire has prepared a new “instagrammable” space especially for subway system customers. Highlighting the campaign’s slogans, the activation is an invitation to record the moment and highlight support for the fight for equal rights.
