Like Coca-Cola and other companies, Smirnoff embraced the LGBT cause and launched, to celebrate International LGBTQ Pride Day, a campaign to spread the hashtag #caretaproscaretas, inviting the public to interact on social media by posting their photos making faces to the reaction of LGBTphobic people when witnessing homosexual scenes in public or in fiction. The brand photographed scenes of same-sex couples kissing on the streets of São Paulo and Curitiba, as well as disgusted reactions from passers-by uncomfortable with the scene to compose the campaign. “SMIRNOFF’s purpose is to move the world towards inclusion. Therefore, we believe in actions that can stimulate conversations about the importance of diversity”, says João Matos, Vodka Marketing Manager. The action is part of the #umbrindeavidareal campaign, which the brand launched in 2014 with initiatives and campaigns that promote awareness about diversity, such as #pridetag in 2016, a hashtag created with the colors of the LGBT flag that invited the public to answer what it gave more pride in the flag of the cause, and like the global initiative launched on the last International Women's Day, which proposes more gender equality in electronic music.
