• Situation

The biggest Pride Parade in the world is in Brazil. For 25 uninterrupted years, the LGBTQIA+ community transformed Brazilian streets into its own voice. But, because of quarantine, millions of people in the community would no longer express themselves for the second year in a row.

• Brief

If the LGBTQIA+ community 's voice couldn’t be heard on the streets for the second year in a row, how could O GLOBO – the most read newspaper in Brazil - take their pride across the country again?

• Objectives

Promoting gender equality and diversity, further spreading the LGBTQIAP+ community's voice and putting the spotlight on relevant agendas to society.

Without the world's largest LGBTQIAP + Parade, which takes place in São Paulo (Brazil), millions of people in the community would no longer express themselves for the second year in a row.

So, if their voice couldn’t be heard, O GLOBO – the most read newspaper in Brazil, took their pride to the streets again. On International Pride Day, we launched the O GLBTQIAP+: a historical edition that turned every page of the newspaper into a space for LGBTQIAP+ community.

For the first time in 95 years of history, the newspaper changed its logo to O GLBTQIAP+ and was written in the colors of the Pride flag, alluding to the political and social movement in a publication that featured articles, interviews and columns about the cause.

Through a video and exclusive content for our digital channels, journalists and influencers opined, debated, celebrated. No one hid their pride.

First, we tried to understand what were the priority agendas of the LGBTQIAP+ community at that time, so we gathered representatives and studied each demand to create the newspaper's agenda. We also wanted to make the most viewed symbol of the pride parade appear on our pages: the colors of the pride flag. So we did a lot of studies on how best to represent that. Finally, we understand that this newspaper would also have an impact on people outside the community, so we decided to bring educational pages that explained each color of the flag and letter of the acronym.

The newspaper hit newsstands on June 28, when LGBTQIAP+ pride is celebrated around the world. On this day, we also invited people from the LGBTQIAP+ community to our social media, where they were able to talk openly about their causes and express what they can't during the covid pandemic. Influencers received the special edition of the newspaper in their homes, which had a great impact on the media. We also displayed the special edition on the main TV shows in Brazil. With distribution in thousands of newsstands and homes, we managed to make the voice of the LGBTQIAP+ community spread throughout the country.

O Globo became the first newspaper in Brazil with an exclusive full edition about the LGBTQIAP+ community. And the pride was spread in over 65,000 print editions, with 15 million impressions and 39 million reach. But most importantly, we managed to transform O Globo into a platform that gave voice to the LGBTQIAP+ community.