The brewing universe is traditionally sexist in Brazil. The protagonists are usually men and there is no room for LGBT people within this context. Additionally, the country is a record holder in crimes against this community.

With "Road", Skol provided visibility and protagonism to the cause by presenting a cast exclusively formed by LGBT people, who together spread a powerful universal message: Respect is on!

"Road" premiered on International LGBT Pride Day (6/28), a milestone for the LGBT cause - but not necessarily for Skol's audience.

In order to legitimately spread the "Road" message across digital channels, we prepared a very detailed strategy for media and insights.

First, we targeted people who had affinity with the subject, getting them to endorse the campaign and expand "Road" in their networks, and only then take the film to a broader audience.

While a true measure of behavioral change in Brazil might be very difficult to reach, the overall impact of the #RespectisON film was tremendous.

First and foremost, the response to the film was overwhelmingly positive - of the 5,587 comments analyzed on Facebook, over 64% were positive comments, and 89% of which were clearly supportive of the cause.

Overall, “Road” reached over 13.7M people who generated more than 5M views, representing a 37% conversion rate. This represents a 16% increase compared with the average for Skol’s campaigns.

Additionally, the film was shared 14.5K times, showing that we were being supported by both LGBT and heterosexuals.

When it comes to the response from the LGBT community, the results were beyond expectations. Literally minutes after posting the film, both on Facebook and YouTube, not only did we see the entire film cast spontaneously reposting it, but also nothing less than the most prominent LGBT rights activists in the country - the APOGLBT (Associação Parada GLBT), reposting it on their own YouTube channel. That’s when we realized we had really struck a chord with them.

Most importantly, LGBT people have told us about the confidence they felt as a result of “Road” and how thankful they were for Skol to have embraced their cause in such a beautiful and powerful way.

It reached 90 countries without any international media spend, receiving more than 300 press mentions, including countries such as the US, France, UK, Argentina and as far as the Philippines.