I Am

CHALLENGE

In Brazil, transgender people have a very hard time getting their names changed on their documents. This is a big problem when it’s time to find a job, see a doctor, go to college, among several other social and psychological issues.

IDEA

At Starbucks, everyone can be whoever they want to be. The proof is that the name written on the cup is exactly the same one the person says. No questions asked. A brand truth that is well-known all over the world. We transformed Starbucks into a notary office in order to legally change the names on the documents of transgender individuals.

RESULTS
  • The project had a number of name exchanges 7x higher than São Paulo’s annual average
  • The project garnered media coverage from all across the globe
  • The I Am project has expanded and became a major program for the trans employees of Starbucks Brasil