A badge that identifies and verifies safe spaces where LGBTIQA+ communities are welcomed.
In the eyes of Ecuadorian law, LGBTIQA+ communities should be treated with equal rights. However, in public spaces, when no one sees more than 56% have been victims of violence, discrimination, and bias.
To protect LGBTIQA+ lives, Publicitarias Ecuador, a non-profit foundation focused on diversity, proudly released “PRIDE VERIFIED.” A badge that identifies and verifies safe spaces where LGBTIQA+ communities are welcomed and supported to be themselves.
By chatting with more than 400 LGBTIQA+ people about where they usually hang around, many space names from all over Ecuador came out. Once their business owners and representatives showed interest in becoming part of the alliance, they received a commitment letter with diversity policies. If they were implemented, they get verified immediately.
We created an integrated campaign with stickable badges, social media, a digital map, and a guide to amplify the initiative. All spots received a badge to make them easily recognizable to all LGBTIQA+ communities. Besides, each one was revealed through digital content that spotlighted their LGBTIQA+ clients’ five-star reviews. A customized map on Google Maps and a guide on Instagram were also available to access them and track their locations quickly.
Creative Director: Sussy Navia.
Arte Director: Rossi Rodríguez y Luisiana Navia.
Planning Strategy Director: Francesca Zambrano.
Creative Copywriters: Denisse Alarcón, Camila Dávila, Ilse Miranda, Maite Spinelli y Sussy Navia.
Graphic Designers: Belén Navia y Astrid Valarezo.
Planner Strategy: Rafaela Esteves.
Production: Denisse Alarcón, Belén Navia y Josua Cruz.
Creative Consultant: Mica Gabino.
