Launching the biggest festival of culture and sexual diversity in the Brazil during a period in which politicians, artists and religious leaders have made public homophobic statements in the press.

It was clear that this scenario was a great opportunity to promote the festival and expose the prejudice of these personalities to public debate.

To surprise those who attacked sexual diversity, we published invitation advertisements in one of the main Brazilian newspapers (Folha de São Paulo). We addressed these to five controversial homophobic personalities, asking them to attend the Mix Brasil Festival of Culture and Diversity. Because unlike them, the Festival has no prejudice.

The target audience of this campaign wasn't restricted to the GLBT community but directed to all Brazilian society.

The strategy had as its main goal the promotion of the Mix Brazil Festival of Culture and Diversity, which would be held in São Paulo and Rio de Janeiro in November 2013.

Some of the guests used the newspapers to response the invite. And two of them said "yes" to the festival.

Furthermore, the campaign had repercussions in many TV shows, radios, blogs and websites.

The goal was to launch a festival of sexual diversity promoting a big debate about tolerance and respect to sexual differences. The five personalities addressed would never expect that their homophobic statements would be used to expose their controversial ideas and also promote the festival.

The target audience was not just the five famous homophobes, but all society, that participated actively debating on the social media.

The campaign got spontaneous media and forced the guests to respond publicly.

On this case, Marco Feliciano and Jair Bolsonaro, both politicians, responded roughy through the press - Folha de São Paulo. And they said "yes" to the Festival.

A TV show and a radio programme gave audience to the campaign, amplifying the debate.

Also the action generated a record of 47.000 film attendees at the festival in addition to a massive audience never before achieved: 80.000 people.

We published five invitation-ads, one per week, in one of the main newspaper of Brazil: Folha de São Paulo.

Between May and June of 2013, five ads of full pages impacted thousands of people, including the guests.

Furthermore, we adapted the ads to Facebook format posts. Thus, many people could share it and participate in the debate.

We had to launch the biggest festival of culture and sexual diversity in the Brazil during a period in which politicians, artists and religious leaders have made public homophobic statements in the press.

It was clear that this scenario was a great opportunity to promote the festival and expose the prejudice of these personalities to public debate. We used the press to launch the campaign and through it the guests responded.

The starting point was to understand the scene at that time.

The period was critical to launch a campaign of the festival of sexual diversity while attacks and homophobic statements were published daily in the press, coming from celebrities and public figures.

Counter claim rights has already been done by organizations and associations. But always in vain.

So we did the reverse and in an unimaginable way: to give the example, inviting those who publicly attacks the sexual diversity to participate in the festival, and taking the initiative to generate a debate about tolerance and respect.