The iconic footwear brand Havaianas is on a mission to bring more lightness, color and comfort to people's lives—a goal that inspired the brand to strengthen its commitment to the LGBT+ community by donating 7% of its Pride product sales to the cause since 2020. But when the Brazilian government excluded information about sexual orientation and gender identity from its census, Havaianas was inspired to strengthen its commitment to the community and public good.

Realizing that the lack of data made it difficult to advocate for policies and resources needed to support the LGBT+ Brazilians, the brand took on an ambitious initiative as part of its Pride platform: a national survey that sought to bring visibility to the community. We were responsible for the strategy, concept and creative execution of the idea, ensuring the needs of the community were shared with color and flair.

In partnership with Brazil's most reliable research institute, DataFolha, and All Out, a global non-profit focused on political advocacy for LGBT+ people, Havaianas spent eight months traveling to over 150 cities to cover all regions of the Brazilian territory. This journey resulted in a comprehensive 78-page report, filled with valuable information about the needs, insecurities, family and workplace relationships, of the community—and most importantly, how many Brazilians identify as LGBT+. For the first time in history, over 15.5 million Brazilians identified with the community, which is five times higher than the government's official data of 2.9 million.

The team began by carrying out numerous online interviews that covered topics relevant to the LGBT+ community. Following the thorough analysis of that data, the team conducted three waves of in-person interviews throughout densely populated areas. This data was then cross-referenced and collated into a comprehensive report. We launched the report through a beautifully designed, interactive web platform, a press conference and an out-of-home campaign that brought insights to strategic locations like universities, train stations and supermarkets.

The Pride Research project has become an essential resource for other brands seeking to launch their own projects in support for the LGBT+ community. Report data is inspiring Ben & Jerry’s development of diversity, equity and inclusion (DE&I) initiatives; +Diversidade is likewise using the data to assist their clients in the creation of DE&I programs. Burger King drew from the data in their own campaigns, and the São Paulo Pride Parade shaped the theme of the 2023 Pride Parade based on the report’s insights. 

But owing back to the idea that inspired the project—a lack of government acknowledgement of the community—All Out is using the report’s findings to advocate for affirmative programs with the government, and Congressman Fabio Felix has leaned on the data to drive progressive legislation. Through these efforts, Havaianas has truly made an impact in its steps toward bringing color to people’s lives—including the LGBT+ community.

Families come in all shapes and sizes. And they deserve to be treated equally. So Johnson & Johnson wanted to start a conversation around LGBTQIA+ rights and the key role that the nonprofit organization Family Equality plays in driving positive change in society.



By partnering with Monks, Johnson & Johnson was not only able to build advocates for positive social change, but for their brands as well. Through the #CareWithPride campaign, we helped them build an influencer network that authentically represented and connected with audiences to drive donations and awareness toward Family Equality, whose mission is to advance the legal and lived equality of LGBTQIA+ families.

To support this important cause, we asked a group of 42 outspoken and engaging influencers—individuals and families handpicked for their connection with the target audience—to add a little more color to the world. By participating in two #CareWithPride campaigns throughout the second half of 2020, these creators shared inspiring stories about what family means to them and what they take pride in, exciting audiences to support this important initiative and helping change hearts and minds.

To spark the conversation and celebrate the cause even more, we painted social media with a branded filter for Instagram Stories, and brought all of the influencers together in a short video that was shared by each of our superstar creators after being released on the company’s own channels.



By leveraging meaningful times of year like Pride Month and National Coming Out Day in the US, we helped Johnson & Johnson feed the feeds with support and creative expression from across the community—and put the advancement of legal and lived equality for LGBTQIA+ families front and center. The #CareWithPride hashtag made it easy for people to share the message with a broader audience to keep the initiative top of mind while allowing users to connect with brands they already trust and love.

Everyone has the right to form and sustain loving families and live in communities that recognize, respect, protect and value them. The #CareWithPride campaign—supported by an enthusiastic influencer network handpicked by Monks—helped Johnson & Johnson not only drive awareness for the need to advance legal and lived equality of LGBTQIA+ families but also generate much-needed funding to further the cause.

Havaianas is an iconic Brazilian flip-flop brand—and its footwear is so well-loved around the world that it’s Brazil’s second-biggest fashion export. A large part of the brand’s widespread appeal is that Havaianas is for everyone—especially the LGBTQ+ community. So when it came to celebrating Pride in style, the brand wanted to double down on its commitment to the LGBTQ+ community by launching its year-round All Love Welcome platform.

The centerpiece of the All Love Welcome initiative was a series of online marriage ceremonies. Three couples and their guests came together virtually to marry, renew their vows or showcase Pride in all its various forms. The ceremonies included real marriage officiating and serenades by Brazilian pop sensation Johnny Hooker, who sang an anthem to celebrate and inspire the community.

In addition to the virtual ceremonies, we shot documentary-style shorts that dove deeper into the couples’ stories. Each short was delivered through fit-for-format content across Havaianas’ social channels, bringing attention and representation to a global audience. We also called on creators to join us in celebrating the love by posting photos and videos featuring the new Pride collection, a permanent addition to Havaianas’ portfolio of products

Our digital strategy was built around the way Gen Z connects and defines themselves digitally—not only because they’re a key audience for Havaianas, but because they’re the most gender-fluid and resistant to labels. By connecting with LGBTQ+ youth in a meaningful way, we helped Havaianas communicate how the flip-flop brand was taking steps to support the community over the long term, like eliminating the distinction between products for men and for women, and extending the range of sizes so anyone can feel comfortable in their favorite design. Finally, through a global partnership with All Out, 7% of the profit for each product was donated to non-governmental organizations fighting for LGBTQ+ rights around the world.