Avon is an activist beauty brand that does more than selling beauty products. The brand promotes inclusion and diversity and talks about beauty linked with health.

In all Avon’s campaigns, the brand cast LGBTQ+, people of color, disabled people and other social minorities as main characters and also in the production team to give them power like no other brands does.

During the entire year, Avon bring up important health subjects, but the brand notice that in none of these dates the transgender community is included. Their health has always been invisible.

Avon has saw the opportunity to change this.

Pink October talks only with cisgender women about breast cancer. Blue November (Movember) talks only with cis men about prostate cancer prevention. Trans people has been invisible in all these health conversations.

If Pink and Blue didn’t bring trans health up, Avon decided to open this unprecedent space for them. This is the Violet Month, an entirely new month between 15th of Pink October and 15th of Blue November to talk trans health with reliable information and support of specialist doctors.

The first and perfect month to answer all the invisible questions transgender people always had.

There are 4 million of transgender people in Brazil. 89% of them can't afford healthcare and had to count with each other to talk about their health. It’s not a surprise that 62% use hormones on their own and develops health conditions due to collateral effects.

Where they talk about their health? Google search and social network.

So, Avon designed an 100% online strategy to reach these people with the reliable information they needed. The brand partnered with some of the biggest influencers in the community and even entered the closed groups on Facebook to reach the community.

Avon’s social networks turned the official place to talk about trans health with specialist doctors, all of them part of the LGBTQ+ community.

In 15th of Pink October, we launched the Violet Month with a film starring some of the biggest transgender influencers in Brazil. This started all the conversation.

For the following 30 days we transformed the Avon’s social networks in a HUB of trans health content. People could use the IG Stories to ask their never-answered questions and Avon has brought specialist doctors to finally talk about these questions. All the content we generated alongside the community were delivered in other platforms, as TikTok, Facebook’s closed groups and WhatsApp groups.

Beyond that, Avon has partnered with Avus, one of the biggest telemedicine platforms to provide 2.000 free medical appointments to the trans community. Some people who never had access to healthcare had for the first time in Violet Month.

After the 15th of Blue November all the content generated still on Avon’s networks and the telemedicine will goes on throughout 2022.

With $0 spend in media, Violet Month reached 14M people - in a country with 4M transgender community – with 99% of positive sentiment.

“I’m a transgender and I’ve never felt so welcomed like now” – transgender woman on Twitter.

“I’m 30 years old and I’ve never saw a campaign like this, one that embrace my health. This gives me hope.” – trans man on Instagram.

Some people who never had access to healthcare had for the first time thanks to the 2.000 free medical appointments. And even against the Bolsonaro’s government will, some local governments promoted trans health for the first time in Brazil history. For the 2022 Violet Month, other brands are already planning to enter in this conversation.