Company: LLORENTE Y CUENCA MADRID, SL
Nomination Submitted by: LLORENTE Y CUENCA MADRID, SL ESB82894122
Company Description: We are a global communication, digital marketing and public affairs consultancy firm that helps our clients take proactive strategic decisions, with the necessary creativity, innovation and experience. We contribute to ensuring that our clients achieve their short-term business goals and set out a roadmap to defend their social license to operate and enhance their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Diversity, Equity & Inclusion
 Nomination Title: Transparent
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
30/03/2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 224 words used.
We start from the problem that the trans collective accumulates an unemployment rate of 80%: the highest within the LGBTIQ community. People with transgender identities spend an average of 3.5 years in a situation of unemployment, which is a sentence for their possibilities of personal and professional growth. The process of finding a job is especially complex for trans people who usually also carry the consequences of stigmatization in other areas of their lives.
At LLYC Foundation, we contribute to generate social value and change realities by telling stories through transformative creativity. For this reason, within this framework, Transparentes arises, an initiative that seeks to make visible, from our expertise in communication and creativity, the barriers to social and labor insertion of transgender people in Spain to help encourage their recruitment. It portrays the loneliness, helplessness and uncertainty among the unemployed. And, at the same time, it is a wake-up call that seeks to raise awareness among companies and society about the value of betting on diverse work environments and propose solutions in this area.
LLYC Foundation, with the collaboration of REDI, designed a communication strategy to respond to the challenge posed by 26 de Diciembre Foundation by giving this group a platform for their voices to be heard and to make their reality visible to the business community and society in general.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 201 words used.
The project was presented in the framework of the International Day of Trans Visibility in an event held in front of the employment office in Plaza Pablo Ruiz Picasso in Madrid, where an artistic installation of 15 transparent chairs was made, representing the story of a group of trans people, engraved with their name and the time they have been unemployed.
In the place, they shared their story "Transparent" for their identity and the personal challenge in the search for employment. The furniture was symbolically located in front of an employment office, with the aim of raising awareness among companies and society about the value of betting on diverse environments.
The communication of the campaign revolved around a central audiovisual piece, published on the Youtube channel of Fundación 26 de Diciembre, which portrays the "transparent" story of trans people and calls for awareness of this reality so that they can be visible in the world of work.
The Transparent project responds to a reality that has been put aside. Although efforts have been made to vindicate the rights of the LGBTIQ community in general, very little is said about the reality of labor rejection and unemployment experienced by the trans community.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 157 words used.
Transparentes has reached more than 68,7 million people. The campaign achieved a total of 119 impacts, of which 78 corresponded to social networks and 41 to the media in Spain, highlighting the coverage by Europa Press and Cinco Días.
Its communication through the LLYC Foundation's networks was very well received, reaching more than 11 thousand reproductions and with a total reach in RRSS of approximately 75.7K.
In addition, "Transparentes" has been recognized in 2022 as one of the 100 Best Ideas by Actualidad Económica of the newspaper El Mundo; awarded in the social category of the Impacte Awards of the Association of Marketing and Communication of Catalonia; and also in the communication category of the AEF Awards of the Spanish Association of Foundations.
The Transparentes campaign shows how a complex process for any person is especially sensitive for people with trans identities, who usually also suffer the consequences in many other areas of their lives.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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