It’s Never too Late to Learn your ABCLGBTQIA+

• ILGA Portugal and the agency Stream and Tough Guy create a pilot project of bespoke classes for senior citizens to promote gender literacy in senior study centers.
• The promo campaign for the second season of Fox Life Portugal series ‘Sort Of’ which launches on May 20th features real senior citizen students who have taken LGBTQIA+ community gender literacy classes.
• This campaign follows on from the 2022 initiative “ABCLGBTQIA”, where the meaning of numerous words in regard to LGBTQIA+ were made available for free download.  https://abclgbtqia.com/en/home/

Following the 2022 “ABCLGBTQIA” campaign, where the meaning of numerous words related to LGBTQIA+ were made available for free download, ILGA Portugal and the independent creative agency Stream and Tough Guy developed a pilot project in three study centers for senior citizens consisting of several training sessions designed and adapted to an audience of over 65 years old.

These sessions were developed by ILGA Portugal, and took place between March and April in the Portuguese cities of Azeitão, Quarteira and Covilhã, of almost 100 participants between the ages of 65 and 85 years old.

In the 30 second films which run alongside the promo ads for season two of  “Sort of” in FOX Life, students José, Manuel, Maria da Conceição e Nélida from the Universidade Sénior de Azeitão and the  Academia do Saber de Quarteira, explain, in their own words, some of the terms they learned, looking to share that through the simple will of learning, it’s never too late to learn.

The success of these first sessions serves as an incentive for the project to keep going and be taught in more senior study centers and senior universities nationwide. The project is an effort to turn the people who are usually seen as the most conservative into one of the biggest symbols of inclusion, valuing diversity of the LBGTI+ people and their families.

See the spots here: 

Premiering May 20th, at 22h20 on FOX Life, “Sort Of”, is a series that follows the story of Sabi Mehboob, a non-binary person that feels that every aspect of life is in transition, from career, to love, to sexuality and family.

With strategy and creativity from Stream and Tough Guy in collaboration with the FOX in-house creative studio, production from Playground, directing from Peperan and executive advisory from ILGA Portugal, this campaign will air on the TV Channels FOX, National Geographic and 24Kitchen, digital and press. More about the project at www.abclgbtqia.com.

Source: Stream and Tough Guy

  Advertising, Campaign, Fox Life Portugal, ILGA Portugal, LGBTQIA+, Marketing, Stream and Tough Guy