BRAZIL, SOUTH AMERICA — Brazil is the country that kills the most trans women in the world. Since most of them keep their male genitals, hiding their genitals is a way of making themselves invisible to the violence on the streets. But, with the organs glued to their bodies, it becomes impossible for them to use the bathroom. Hence, kidney-related diseases are one of the highest death rates among trans women.
The campaign by creative agency Africa Creative wanted to bring light to this very rough reality that members only know of the trans community. With very sensitive content, the campaign shows how these women hide their genitals using tapes, strings, and even superglue. Africa also highlighted an alternative to this problem: Trucss, the lingerie especially designed for a trans woman’s body.
As the urologist specializing in gender reassignment who supported the project, Dr. Thiago Caetano said: “Wearing panties is a healthier solution. Several problems can be avoided, including allergies, skin injuries, and issues related to prolonged periods of not urinating, such as urinary tract infections.”
To make the noise that the issue deserves, Africa launched Trucss as a fashionable lingerie brand with a commercial aired on Record TV — one of the most conservative TV channels in Brazil. The strategy worked: Africa’s campaign shocked the traditional public, but also engaged other parts of that society. The Trucss campaign received the support of thousands of influencers.
But the goal of the African agency is much more significant. It is to transform Trucss into an essential health item. To achieve this, Africa has sent a legislative idea to the Senate proposing the free distribution of the panties via the Unified Health System, making this item accessible to everyone.
For Silvana Bento, one of the founders and the CEO of Trucss, who launched a funnel-shaped panty specifically designed for the trans community, this bill is “the beginning of something never achieved before.” The initiative is in partnership with creatives from Africa Creative, the trans community, and doctors.
