Brazil is the country with the highest murder rate of LGBTQIAP+ persons in the world, despite this community representing 12% of the adult population. Among the approximately 19 million people, however, only 9,200 marriages were performed in the last year.

In Brazil, marriage is not only a celebration but also guarantees access to property built together in case of death, health care, and various other rights. In a country that kills 180 people every day because of their gender identity or sexual orientation, it is surprising that there are not more unions.

We understand that the places where these unions are officiated often represent Brazilian conservatism, which prevents couples from fulfilling their plans. Ambev, which has more than 1 million partner bars, decided to minimize this problem by turning these establishments into registry offices, enabling these unions to take place in a safe and friendly environment.

Ambev has over 1 million partner bars and a platform that ranks them according to criteria such as safety and respect for the LGBTQIAP+ community. Considering the low numbers of marriages within this community in the country and the knowledge that this is due to prejudice and conservatism, the company sought a way to minimize the problem. We transformed our highest-ranked bars into registry offices, offering the officialization of civil unions at zero cost in welcoming environments for LGBTQIAP+ couples and their guests.

After selecting the bars, we transformed them into registry offices, where couples could get married in a safe and welcoming environment, despite the prejudice that still exists in Brazil against gender identity and sexual orientation. To choose them, we used an owned platform where the LGBTQIA+ community could rank the most respectful and secure establishments. Based on this information, we selected the most iconic bars and transformed them into registry offices, offering the public the opportunity to fulfill a dream: the act of getting married in a safe location. The weddings were fully sponsored by the company, and couples volunteered to participate in the ceremonies.

Considering that Brazil has a very low percentage of LGBTQIAP+ marriages, we used data from our platform, which ranks bars in partnership with the LGBTQIAP+ community, to list the establishments most prepared to receive couples for the realization of the dream of getting married.

The choice of bars was based on criteria such as respect and safety. We turned these bars into registry offices, invited a celebrant, and conducted weddings for couples who wanted to fulfill this dream, but didn't want to deal with the bureaucracy and conservatism of traditional notaries.

With the help of 240,000 people and after having reached 47 million, we received 117,000 evaluations of establishments throughout Brazil, resulting in the engagement of more than 18,000 bars. The campaign achieved a milestone of 92% healthiness, with 1.5 million views and 5,000 hours of audience.