Going through a gender transition is not easy. It is a phase of adaptation, self-assertion and discovery. But it is also the symbol of a resumption and liberation. With that in mind, the Red Cross of Rio de Janeiro decided to use the story of people who lived this moment in their donation campaign. Created by Artplan, the communication aims to invite transgenders to donate clothes they no longer use, contributing to the recycling of clothing and making other people happy. Six months after the campaign was launched, more than a ton of clothing was collected, benefiting not only the transgendered public, but also refugees and people living in the street.
VIEW THE SPOT
