Every year, over a thousand people go through a gender transition in Brazil. During this

process, many of them tend do identify themselves differently and reconsider the way they

dress. Although it may be first perceived as a detail, this style change helps them finding their

true personalities. The problem is: in a country where 90% of transgender people are forced

into prostitution due to no job opportunities, buying new clothes is privilege. But what if the

ones who already overcame the transitioning could donate their older clothes to the ones who

are facing it right now? That’s how “Clothing Transition“ was born: the first donation

campaign to raise clothes to trans people and also the first one to put them in the center of the

discussion.

The campaign was launched with a simple animation video produced 100% inside the agency.

It was directed only at transgender people and had a clear message about the cause. This

content was posted on the Brazilian Red Cross Facebook Page and sparkled a discussion about

transgender needs. While some people joined the campaign right away, others questioned its

purpose. Understanding that part of Brazilians couldn’t just see the problem, we decided to be

even more didactical and explicit. So, at first, we made short videos with emotional

testimonials from real transgender people telling why donations were important. In the end,

we were able to produce a documentary short about the cause and give a whole scenario view

for all people. It helped us to raise over a ton of clothes to our campaign and help thousands of

transgenders to start their lives again.

After only one week, “Clothing Transition” had already become the most shared video ever on the Brazilian Red Cross Facebook page with over 200 organic shares against 144 of the second most popular one and 29 of the third. Brazilian actress Carolina Dieckmann lent her voice to

our documentary short and spread it to others influencers who also joined the cause. In the end, the campaign raised over a ton of clothes. This amount of clothes were considered by the Brazilian Red Cross as being more than enough to help the socially vulnerable transgender people to start their lives again. So we thought: why not share part of these donations with homeless people and refugees too? It would be a great answer to those who questioned the campaign. After all, we don’t need to turn our back to any group of people in need when we decide to help another.