BACKGROUND & CONTEXT

All over the world the health of transgender people is still invisible: 89% can't afford healthcare, 62% do hormone therapy on their own, 47% have depression.

In Brazil, this reality is even worse. With 4M trans people, Brazil has been the world's transexual murder capital for the past 14 years. In 2019, the Ministry of Health has removed the health guidelines for the trans population.

CREATIVE CHALLENGE

In Brazil, Pink October has always helped cisgender women against breast cancer and Blue November has always helped cisgender men protect themselves against prostate cancer. Trans people have always been cut out of these health conversations.

To make the problem even worse, the way many transgender people find information about their health is through other people in the community itself and through online - and many times unreliable - content.

SOLUTION

Avon opened an unprecedented space between Pink and Blue and created the Violet Month: a whole new awareness month between the 15th of Pink October and 15th of Blue November to talk about trans health and answer healthcare questions of the transgender community. The violet represents the overlapping of colors and people.

Figure 2 (Appendix).

EXECUTION

Audience: Trans community and allies

To establish Avon as an ally on improving transgender health, the first step was to give what they needed most: access to specialized healthcare.

EDUCATIONAL CONTENT

During 30 days, Avon made available countless reliable content about trans health. We asked the community what they always wanted to know but rarely found reliable answers (gender transition, hormone risks, mastectomy and mental health) and brought specialists to answer them on Avon's social networks.

FREE MEDICAL APPOINTMENTS

In partnership with Avus, a major telemedicine platform in Brazil, we provided 2k free medical appointments for trans people who never had it before with doctors from different specialties.

ONLINE FILM

To generate awareness to the movement, we brought visibility and identification through an online film. We co-created with trans people producers starring some of the biggest transgender influencers in Brazil (Jonas Maria, Pepita and Bielo) to reinforce the need to talk about the health of bodies beyond pink and blue.

Figure 3 (Appendix).

Audience: Society

To provoke a cultural change and mobilize society to take action, we needed to broaden the conversation further.

PR

We invited some of the biggest media vehicles in Brazil to promote the movement and other platforms also joined us, highlighting Violet Month organically.

INSPIRATION FOR A BILL

The visibility and relevance mobilized the government to take action, pomoting trans health for the first time in Brazil's history. Violet Month attracted the attention of a municipal Brazilian government, becoming an inspiration for a bill focused on transgender people healthcare.

Audience: Brand audience

By establishing Avon as an ally on improving transgender people's health, Violet Month strengthened people’s connection with the brand, increasing Avon's identification, credibility, trust and likeability.

This greater emotional connection between people and the brand generated business results, boosting Avon's ecommerce visits and revenue.

Figure 4 (Appendix).