On Twitter, the word “puto” is used all the time to insult those who don’t drink fernet, who are also targets of “jokes” that reinforce homophobic speeches.
We used social listening tools in order to detect more than 5000 tweets where the words “puto” and “fernet” were mentioned. Then, we reached out to local figures from the LGBTQ+ community, and with their help we created videos and photos to answer, one by one, all the homophobic tweets on Pride Day.
Users reached: +800 k
90% positive reactions
Festival of Media Latam
Best Campaign Lead by Cause - Gold
Best Creative Idea – Special Mention
Best Campaign Strategy - Bronze
Best Social Media Campaign - Bronze
Creative Use of Media - Bronze