Grupo Dignidade: #RainbowCup

Grupo Dignidade, a non-profit organisation, successfully devised a social media campaign to protest the World Cup event in Russia, while also supporting LGBTQ+ fans at the event.

Campaign details

Brand: Grupo DignidadeLead Agency: Mirum BrazilRegion: LATAM

Objective

The World Cup took place in Russia, one of the most homophobic countries in the world. Then, in an event that celebrates equality and diversity, the LGBTQ community could not raise its flag. We taught: How could we help LGBTQ fans of football to be part of the competition with pride, security and at the same time criticizing Russia? So we created #RainbowCup, raising digital flags to meet the points of pride and security, and at the same time using social networks to boost the...

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