Rather than just voicing solidarity with the community, the Pride Card was introduced with the intention of promoting inclusivity by offering financial education opportunities. The objective was to increase card issuance by 20% within the framework of a campaign that was strategically crafted to promote the launch of a new product.

By examining the LGBT+ background, we pinpointed a one-of-a-kind opportunity to integrate the brand's values with addressing the social issue of financial illiteracy and the subsequent vulnerability. With a focus on these nuances, we introduced the Pride Card - the card that comes with financial education built-in.

The solution utilized two core values that have guided BB's 215-year history and its focus on Society: fostering DIVERSITY through promoting equity and inclusion to cultivate lasting relationships and outcomes, and nurturing CLOSENESS through attentive, proactive, and empathetic engagement to bring joy to others.

The Pride Card is a concept coming out of the closet to champion a forward-thinking, creative, and inclusive approach to address a core issue while promoting personal growth through financial empowerment.

Beyond being a mere symbol of community support, the card empowers individuals to embrace their identity by using their chosen name, even in the absence of official name change documents.

The key to empowering the community lies in engaging with the embedded content and utilizing the card's financial management tools. Even individuals without any background in money management can effectively organize and plan their finances in a straightforward, practical, and educational manner. It provides tailored and inclusive resources for the LGBTQIAPN+ community to boost their economic independence while embracing their unique identity.

A solution that demonstrates Banco do Brasil's commitment to diversity, inclusion, and social betterment.

A successful Pride Card rollout strategy hinges on the selection of the launch venue: the São Paulo LGBT+ Pride Parade, a massive event that celebrates diversity and draws over 4 million participants.

Through the theme of "Invest in you", the action recognizes the community's identity and provides financial assistance to those living in social vulnerability due to a lack of financial knowledge.

By blending the Pride Card's social name adoption feature with bespoke financial education services, we extend the invitation for self-care and broaden the discussion within the community to foster a new sense of empowerment, particularly in the financial realm.

This strategy emphasizes Banco do Brasil's confidence in the impact of personal investment, whether in yourself or your finances.

The Pride Card was announced during the São Paulo LGBT+ Parade, which drew a crowd of over 4 million attendees. QR codes strategically placed in unique spots, along with event promoters scattered around, invited users to "Invest in You”.

A code scan initiated a lively quiz with inclusive language for the LGBT+ community, evaluating users' financial maturity and offering a diagnosis with a solution: tailored content catered to personal preferences, including podcasts, lectures, and one-on-one consultations - available both online and in person. In the brand's recommended settings, people could enhance their financial awareness and order their Pride Card.

Those who successfully completed the financial knowledge journey were pampered with a nail, hair, and makeup makeover to complement their sense of empowerment.

7 million people impacted by.

Spontaneous repercussions totaling BRL$900 thousand, with no media investment.

The Bank's card issuance record was exceeded by 313% during our product launch.

Corporate Knights' Global 100 ranking has crowned Banco do Brasil as the most sustainable bank on the planet in 2023.

Tarciana Medeiros secured the 24th spot on Forbes magazine's list of the most important women worldwide.

An impressive 99.5% satisfaction index was achieved by the action.

Notably: The campaign motivated the LGBTQIAPN+ community to engage in a more proactive stance towards their financial education. We made a difference in SDG 1, SDG 5, and particularly in SDG 10, which focuses on Reducing Inequalities. Our efforts were directed towards an underrepresented and at-risk community, promoting inclusivity, and decreasing social and economic gaps.