#RespectIsMyLabel | RELX

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We live in a world full of labels made to discriminate and spread hate, which pigeonhole and do not allow us to advance as a society because they remain active throughout time. But there are others which are not seen and that deserve to be more visible in order to generate real change.

With the intention of raising awareness about this and try to give an alert message, we wanted to put these labels in a place where everyone could see them.

That is why, for the first time we intervened our packaging to make evident those risks that are less spoken of, adding them to the warning labels of each product, so that in addition to the dangers of nicotine, people would understand how dangerous ignorance homophobia and discrimination can be. In this manner we created a new medium that warned about the dangers that the LGBTIQ+ community is experiencing.

The success was such that the new packaging became a symbol that even took over the streets during the gay pride parade, getting people to use them as a form of expression and vindication.