All profits from sales of Pride edition products will be used to open the organization’s headquarters.
Nivia and the Brazilian Association of Lesbians, Gays, Bisexuals, Transvestites, Transsexuals and Intersex (ABGLT) teamed up for the second edition of the Pride of the Skin campaign.
The campaign relies on the engagement of the brand’s consumers to make it possible to invest in social actions aimed at the LGBTQIAP+ community.
Through the transfer of 100% of the profits from sales of Pride edition products, Nivea will finance the opening of the organization’s first headquarters, which will be located in the República neighborhood, in São Paulo, and support the social transformation projects of affiliates and ABGLT social movers.
“ABGLT has always been part of the history of struggle and great historic achievements for the LGBTQIA+ community. Now, she expands the opportunities with this space. We are very proud of this partnership and of being part of this chapter”, said Andréa Bó, Nivea’s Marketing Director.
ABGLT will also receive funding from Nivea for the rescue and strengthening of the Somos Project, which will be transformed into an initiatives incubator, enhancing the performance of ABGLT affiliates through advocacy training.
The brand donation, based on the transfer of 100% of the profits from the campaign, will stimulate the local action of 10 ABGLT affiliated organizations, selected through a public notice. The organization will monitor the initiatives and provide technical tutoring at all stages for those selected to improve their projects.
After the five-month training period, the two affiliates with the most impactful initiatives will receive an additional investment to create and execute a strategy that enables their continuity.
“The word We are part of the history of the LGBTQIA+ movement. Somos is considered the first Brazilian group in defense of these rights and, in honor of ABGLT’s 27 years and the history of the LGBTQIA+ movement, we want, with this support, to rescue our history and struggle”, said Symmy Larrat, president of ABGLT.
