Among the actions are a manifesto film that shows the importance of the return of the Parade to the streets
In the edition that marks the return of the São Paulo LGBT+ Pride Parade to Avenida Paulista, Terra is preparing a series of contents. As a sponsor of the event this year, the vehicle debuts, starting this Wednesday (1), special deliveries for Pride Month, stamping the flag of the LGBT+ community in the header of the portal, next to its logo.
The rainbow symbol redirects readers to the Sao Paulo’s LGBT+ Pride Paradecentralizing not only an editorial program, but also institutional communication as the event’s presenting brand.
In addition, Terra prepared a manifesto film that shows the importance of the return of the Parade to the streets as a tool to celebrate the existence of the community and a platform to claim rights. Narrated by drag queen Tchaka, godmother of the Parada, the video narrates in first person the character’s reflections in search of a space of more awareness, and where it is possible to exercise their individuality without risk or judgment.
The film is being broadcast on Terra’s social channels, and will also be shown on the vehicle’s electric trio during the Parade. Positioning Terra as a space that expands visibility and a place of speech for the community, the platform will use the trio as the central stage of pride and a place of speech, bringing performances and shows that give the community a spotlight.
According to Henrique Bosco, Terra’s head of marketing and product, giving visibility to agendas on diversity, inclusion and plurality, contemplating the place of speech for the community, is in line with Terra’s value proposition with its repositioning.
“It is one of the main opportunities for the community to exercise its individuality and existence. We decided to fully support the demonstration not only as a presenting brand, guaranteeing sponsorship of the event, but also full support throughout the year, creating spaces for reflection”, she says.
In addition to the text reports, throughout the month, within the content vertical Nós, webseries, webstories and other special content with views and experiences of the LGBT+ community permeating other intersections, such as race, peripheries and age group.