Alfa Condones: BEYOND LETTERS

Shortlist Award

BEYOND LETTERS

Alfa Condones

Mexico

2026

BEYOND L...

BEYOND G...

BEYOND B...

BEYOND T...

BEYOND Q...

BEYOND I...

BEYOND A...

Entrant Company

TERAN TBWA

Entry Type

Products & Devices

Launch Country

Mexico

Program

Clio Health 2026

Program

Traditional Mediums

Advertiser Category

Lifestyle, Wellness & Over-the-Counter

Medium

Digital / Mobile & Social Media Craft

Category

Copywriting

CONTEXT In Mexico, the past few years have been hard on everything surrounding diversity and inclusion; on one hand, violence and hate, and on the other hand, media has become saturated with "rainbow-washing"—hollow messages from brands claiming solidarity without substance. The mission was clear: restore authentic meaning to the LGBTQIA+ movement and honor the trailblazers who fought and keep fighting for equality. IDEA Rather than adding to the noise, ALFA created a poetic campaign grounded in linguistic creativity and deep respect for the community's history. We created seven original poems—one for each letter in "LGBTQIA+"—each constructed using exclusively words beginning with that specific letter. Each poem tailored to narrate the ongoing struggle for equality while honoring the "Alphas" who initiated the movement. EXECUTION These poems reached people through posts on social media, posters on the street and in stores; furthermore, we gave them a voice through people from the LGBTQIA+ community, actors, and influencers, and we brought them to audiovisual media, honoring the pioneers of the movement. RESULTS • 27+ million people reached • 3+ million interactions generated • 258.5 days equivalent of cumulative viewing hours Beyond the numbers: ALFA successfully repositioned the brand as a bold advocate against hate—one that honors legacy while driving meaningful change.

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Executions

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