In Brazil, methods of sexual orientation conversion have been prohibited by the Federal Council of Psychology (CFP) since 1999. Non-heterosexual sexual orientations are not considered illnesses and therefore should not be treated. However, these therapies, known as "Gay Cure," are not considered a crime. That's why we support the law project 5034/2023, which aims to change this.
We implemented a comprehensive 360º plan to engage with our audience. The film premiered in one of São Paulo's oldest and most prestigious cinemas, offering a traditional theatrical experience. Concurrently, we leveraged social media platforms such as Instagram, YouTube, and TikTok, partnering with influencers to amplify our reach and spark discussions about the film.
Our campaign featured gripping print advertisements that vividly portrayed the violence of the past and underscored its continued prevalence today. Additionally, we were honored to have GRAG QUEEN, one of Brazil's most renowned drag queens who also survived conversion therapy, as our ambassador.
The book "Gay Cure" remained on the bestseller list for four weeks, garnering significant attention. Additionally, the petition to approve the law received 20,000 signatures. With the public's heightened awareness due to the film, the four bills were consolidated into one, aiming to classify "Gay Cure" as a non-bailable crime.
Awards// Bronze in Cannes (Health) • Shortlist in Cannes (Film) • Shortlist in Cannes (Health)
(CCO) Sérgio Gordilho, (Co-CCO/CW) Nicholas Bergantin, (ECD) Gustavo Victorino, (ECD) Bruno Oppido, (ECD) Juliana Leite, (Director/CW) Rafa Damy