The One Show
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Category
Integrated Campaign
Annual ID
OS23_IG032M
About the Work
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 empower them 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 saw the opportunity to change this.
When was the last time you saw a transgender person in a health awareness month campaign? Probably you’ve never saw it, right?
All over the world, the two main health months, Pink October and Blue November, talks only with cis women and men. But in Brazil is even worse. Why? Because making trans health invisible is almost a government program.
89% of trans people can't afford healthcare.
62% use hormones on their own.
47% developed depression.
Abandoned by society and government, 90% turn to prostitution.
Brazil is the country that kills the most trans people in the world for 13 years in a row.
In less than four years, Bolsonaro’s government excludes several guidelines for trans health. He puts this subject under the new “Ministry of Family”, which minister said during the inauguration “it’s a new era in Brazil, boys wear blue e girls wear pink”. This is the context where Brazilian trans people survive and try to take care of their own health.
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 dared to open an 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.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson / São Paulo
Client / Brand
Avon / São Paulo
Production Company
Rebolución / São Paulo
Music / Sound Production Company
Squad
Art Director
Ana Peroni
André Petrini
Nidia Aranha
Copywriter
André Prestes
Bruno Leite
Viviane Silvestre
Animator
Nathalia Reiter
Chief Creative Officer
Keka Morelle
Creative Director
Alessandra Pereira
Alvin Shiguefuzi
Roberta Harada
Director
Asaph Luccas
Director of Photography
Bel Lafer
Milena Seta
Executive Producer
Carol Pimentel
Ciro Cesar
Motion Designer
Diego Britto
Producer
Ana Mello
Paula Soares
Account management
Gabriel Fiorelli
Fabiana Gimenez
Natalia Vasconcelos
assistant director
Any Mendi
Bartolomeu Oliveira
Assistant Executive Producer
Sarah Moura
assistant producer
Marjorie Burjato
Client Approval
Viviane Pepe
Aline Viana
Fernanda Conceicao
Lucas Fajardo
Color Grading
Acauan Pastore
Composition / Interpreter
Eduardo Nascimento
Content
Grazielle Gervasio
Tatiana Amaranti
CSO
Stella Pirani
Director of Strategy/Planning
Juliana Meirelles
Executive Business Director
Fernanda Ricci
Executive Director
Dario Forghieri
Head Of Production
Maisa Delgado
Michel Gubeissi
Influence
Carolina Bertelli
Gabriella Varela
media
Carolina Bertão
Camilla Andrade
Priscila Sousa
Renata Saito
Thais Anízio
Musical Director
Zi Namur
Post production coordinator
Rafael Hernandes
PR
Ana Mousinho
Hellen Araujo
Larissa Oseas
Mariana Rayol
Suellen Ciriaco
PR Director
Vivian Zeni
Social, Content & Influence Director
Mariana Hasselman
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