Nearly everyday in the news we see shocking cases of prejudice and aggression against gays, lesbians, bisexuals and transgender people. Brazil is one of the leaders in homophobic crime, with a homosexual person killed every 27 hours. To highlight this discrimination, Lew'Lara\TBWA created an action for Portal Mix Brasil, causing people to reconsider prejudices that they didn't even know they had.With an initiative entitled "Gay Frequency", listeners of Radio 89FM in São Paulo were given a warning that the next song would be programmed in a frequency that only homosexuals would be able to hear. To expand the discussion to a national level, a taxi with hidden cameras and an actor was set up to catch people's reactions to this "supposed" frequency. In the footage, we see that most of the passengers seemed troubled and said they could not hear the music, though in reality it was playing normally.
Filosofia
Every 27 hour, a homosexual is killed in Brazil due to homophobia. To fight ignorance, we made a campaign to prove that homosexuals and heterosexuals are not different, because we are all human beings. So we created a radio spot that was played in a supposedly gay radio frequency – meaning only homosexual people could hear it – to show people how absurd this notion really is.
Problema
Homophobic crimes are far from uncommon in Brazil. In fact, one homosexual is killed every 27 hours. To change that, we needed everyone's empathy. And to get their empathy, we needed to have a direct conversation to show them, once and for all, that homosexuals and heterosexuals are the same. With the same rights, duties and freedoms.
Risultato
Mix Brasil's goal was to raise awareness of its brand and shed a light on the sexual prejudice that is so inherent of Brazilian culture that people don't even notice it anymore. In both these subjects, the campaign got great results. Mix Brasil's portal saw a significant increase in unique visitors, 300%, with people spending 50% more time on the webpage per visit. The number of Mix Brasil's Facebook fans grew by 200% in two months and the brand got lots of free media around the web and on newspapers and magazines. The debate on homophobia was also back on the news in all major TV stations, radios and websites.