Challenge

All over the world, the health of transgender people is invisible. In Brazil it’s even worse, because excluding trans health is a government platform.
Bolsonaro’s government excluded guidelines for trans health and puts the subject under his “Ministry of Family”, which minister said during the inauguration: “it’s a new era in Brazil, boys wear blue and girls wear pink”.
Brazil is the country that kills the most trans people in the world for 13 years in a row.

89% of trans people can't afford healthcare.
62% use hormones on their own.
47% developed depression.

Inspiration

Pink October always talked only with cisgender women about breast cancer. Blue November (Movember) talked only with cis men about prostate cancer prevention. Trans people has been cut out of all these health conversations.
The health awareness months are important to mobilize brands and society for the people's well-being. So, AVON saw an opportunity to open an unprecedent space between pink and blue to answer all the invisible questions of the transgender community, provide medical assistance and to start a society change.

Idea

AVON created Violet Month, a whole new awareness month between the 15th of Pink October and 15th of Blue November to talk about trans health.
We started the conversation with a film starring some of the biggest transgender influencers in Brazil.
For the following 30 days, AVON’s social networks became a HUB of reliable trans health content, where people could ask their never-answered questions to specialist doctors.
In partnership with Avus, a giant telemedicine platform, AVON provide thousands of free medical appointments to the community. People who never had access to healthcare had for the first time in Violet Month.

Growth

“I’m a transgender and I’ve never felt so welcomed like now” – transgender woman on Twitter.
Some people who never had access to healthcare had for the first time thanks to the free medical appointments. Even against Bolsonaro’s government plan, some local governments promoted trans health for the first time in Brazil history. Violet Month now is part of AVON official calendar, like the other health months, and other brands planning to enter in this conversation.
“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.

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Awards

2022 Clio Health Awards

2022 Clio Health Awards

Direct


Gold

2022 Clio Health Awards

2022 Clio Health Awards

Creative Effectiveness


Silver

2022 Clio Health Awards

2022 Clio Health Awards

Social Media


Silver