The target audience of this campaign wasn´t restricted to the GBLT community but to all Brazilian society. The strategy had as its main goal promote the Mix Brazil Festival of Culture and Diversity, which would be held in São Paulo and Rio de Janeiro in November 2013 during a period in which many famous personalities were placing homophobic statementes in the press. It was clear that this scenario was an great opportunity to promote the festival and expose the prejudice of these personalities to public debate.

Because we launched 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.

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

The campaign generated record attendance and enrollment of films at the festival (47,000 entries), got spontaneous media and forced the guests to respond publiclly. Marcos Feliciano, leader of the human rights section in the Brazilian Parlament and one of the addressed personalities, stated to the press he would attend the event - he didn´t. Furthermore, the action helped many people to reflect on tolerance and respect for differences.