Brazil is home to more than 20 million LGBTQI+ people. That’s almost 10% of the country’s total population. And even though their rights are some of the most advanced in Latin America and even in the world — the state recognizing same-sex marriage, allowing these couples to adopt and donate blood for example — this community still has to face some cruel social challenges. Like, did you know that the life expectancy of transgender people in Brazil is 35? A study says that Brazil is the country with the highest number of lethal crimes against LGBTQI+ people in the world.

Promulgated on 5 October 1988, the Constitution of Brazil bans any forms of discrimination (age, race, color, national origin, disability, religion, sex, marital status, political affiliation, pregnancy, and citizenship). However, sexual orientation isn’t explicitly mentioned. Things have changed on June 13th, 2019, when the Supreme Federal Court classified homophobia as a crime. Unfortunately, the situation has not improved. But what can you expect if even the country’s leader declares that he would rather have a dead son than a gay one?

When it comes to their rights and especially to the right to live, this community does not give up. Thus, through São Paulo’s Brazil Bar Association’s (OAB-SP) Diversity Commission, the LGBTQI+ people had a second look at the Constitution. Because they don’t want to attract anyone’s hatred, they have done nothing but highlight the rights that are already present in the document but which are violated and disrespected by a large part of the Brazilian population.

Created by SunsetDDB agency, the “Pride Constitution” uses the design and colors of the community to bring the laws that should protect this minority to the forefront. The initiative invited lawyers from Brazil to find these rights using the identity colors of the LGBTQI+ community. Each crime is represented by a different shade of the rainbow: aggression, injury and defamation, psychological violence, institutional violence, sexual violence, and murder. The result impressed Congressman David Miranda (PSOL), who requested that 30% of the copies of the Constitution be printed in these colors.

“The Pride Constitution adds color to some rights that have been provided for a long time in the legislation, but which are invisible to many people. Rather than creating laws that protect the LGBTQI+ community, it is necessary for the existing Constitution to be known and respected by all Brazilian citizens,” says Filipe Rosado, Copywriter at SunsetDDB.

“It is essential to guarantee citizens’ rights without making any discrimination, as well as ensuring that they are enforced. Therefore, the objective of this action is not only to shed a light on the important social issue but also to raise awareness of the rights and duties determined by the Brazilian Constitution,” Marina Ganzarolli, Chairman of the OAB-SP Diversity Commission, adds.

The Pride Constitution was printed in limited edition and distributed to influencers, advocates of the cause, and other people who fight against homophobia. Still, the website that hosts the initiative offers the possibility to download the document to anyone who is interested and wants to make others learn more about the challenges faced by this community and what can one do to stop LGBTQI+ people from being a sure target of violent acts of homophobia.


Client: OAB-SP

Agency: SunsetDDB