Conceived by Galeria, the action is part of the “Orgulho que Une” campaign and provides everything from educational content to legal advice.
TikTok launched a hub with content aimed at the LGBTQIAP+ community, created by the agency GALERIA.ag. The initiative is part of the “Orgulho que Une” campaign, and aims to create a space on the platform dedicated to supporting, information and welcoming videos for this audience, in addition to strengthening TikTok’s pillar of inclusion and diversity.
To access the platform’s video hub, the user just needs to search for the rainbow emoji in the search field on TikTok. On the initial screen of the action, the person can choose which of the eight themes listed they want to watch: Sexuality, Gender, Family, Health, Visibility, Entertainment, Fashion & Beauty and NGOs.
The videos are produced by LGBTQIAP+ creators and the content is curated and cataloged by a TikTok team.
“When we invite people to search for the rainbow emoji on TikTok, what we’re doing is giving even more visibility to LGBTQIAP+ creators who have a place to speak to talk about their experiences, experiences, loves and stories,” said Carlos Schleder, executive creative director of the agency.
To publicize the “Orgulho que Une”, GALERIA.ag developed an advertising campaign for placement on Facebook, Twitter and Instagram.
Datasheet:
Client: Bytedance Brasil Tecnologia LTDA.
Agency: Galeria.ag
Product: TikTok
Production date: 07/06/2022
Title: Search [Arco Íris] No TikTok
CCO: Rafael Urenha
Executive Creative Direction: Carlos Schleder
Creative Direction: Guilherme Rech
Creation Supervision: Vinicius Curi
Creation: Eduardo Cirilo, Rodrigo D'Angelo, Nayla Alana, Epaminondas Paulino, Victor Mota,
Lucas Rocha, Marcel Lima, Cauysa Costa, Igor Moreno, Walter Myller
Attendance: Ana Coutinho, Mariana Magalhães, Camila Prazeres, Rafaela Neves, Juliana Salgueiro, Izabel Mendes
Planning: Thayssa Szymanskyj, Vivian Maciel, Bruno Kawagoe, Victoria Bicudo, Larissa Santos, Karen Fernanda
PR and Influence: Patricia Capuchinho, Didi Blanco, Isabella Nascimento, Lais Barbosa, Mylena Fontes
Digital Production: Marcos Moura, Natassia Santoro
Art Buyer: Bruna Costa
Client Approval: Kim Farrell, Julia Kahn, Roberta Pepe, Nathalia França, André Marques
