I Am


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.

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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.

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  • 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
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