O Globo: O GLBTQIAP+

When the pandemic prevented the world's largest Pride parade from going ahead, Brazil's national newspaper O GLOBO transformed itself into an alternative space where the voices of the LGBTQIA+ community could be heard.

Campaign details

Brand: O GloboBrand owner: Grupo GloboEntrant company: O Globo - BrazilIdea creation: BETC Sao PauloMarket: Latin AmericaSector: Media & publishingMedia channels: Online video, Content marketing, Word of mouth, Influencers, KOLs, Public relationsBudget: No budget

Executive summary

The pandemic again prevented the world's largest LGBTQIAP+ parade from happening in Brazil. If this community couldn’t express themselves in the streets, Brazilian newspaper O GLOBO was a place where they could speak.

Market background & objectives

O GLOBO is the most read newspaper in Brazil, both...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands