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The price of inequality

Showing the least visible kind of transphobia 

The Mercado de San Antón in Chueca, Madrid, decided to give visibility to the consequences of this invisible discrimination and create awareness about the effects that transphobia has on our society. 


13M Impressions
+10K AD value 

Therefore, through our Transstore, a shop inside the market where you could buy any vegetable or fruit but at very high prices symbolizing the price that victims have to pay for who they are, we managed to get our message out there. It turned out to be a straightforward way of raising awareness and teaching people about the importance of transphobia and how inequality has a price to pay. 

Lisbon International Award Festival

Silver Point of Sale Activation

Bronze Indoor Direct

Bronze Social And Environmental Responsibility

IAB Inspirational 2022

Best Use of Data Shortlisted