The Challenge

With the launch of Paratodes (meaning “for everyone”), a dedicated Twitch channel celebrating LGBTQ+ voices in gaming, entertainment, and pop culture, our challenge as Twitch’s PR agency in Latin America was to generate meaningful tier 1 and trade media coverage centered on diversity and inclusion. In a landscape where LGBTQ+ creators are often underrepresented, the task was to elevate their presence and perspectives within traditional media outlets, especially those focused on gaming, tech, and culture.

The Work

Dialogue implemented a multi-phase media strategy to position Paratodes as a landmark LGBTQ+ initiative on Twitch. We engaged tier 1 and trade press by inviting journalists to interview streamers and tune in to live music shows and cultural debates, framing the channel as a space for visibility and dialogue. In a second wave, we announced Itaú as the project’s first sponsor, generating brand-led coverage that reinforced Twitch’s long-term commitment to inclusion. What began as a Pride Month activation quickly evolved into a year-round program, with dedicated content tied to key cultural moments across two consecutive years — from Bisexual Visibility Day to Black Awareness Month and Halloween — establishing Paratodes as a flagship platform for representation on Twitch.

The Results

Over the course of the project, more than 20 articles were published about Paratodes across national, trade, and niche outlets. Coverage included locally relevant publications such as GQ Brasil and Update or Die, reinforcing Twitch’s cultural relevance in the Brazilian market. The campaign also reached international audiences through a special feature in Wired, highlighting the rise of “gaymers” and drag queen streamers on the platform. This consistent media presence positioned Paratodes not only as a celebration of LGBTQIAP+ creators, but as a pioneering content initiative that reshaped how press and audiences engage with inclusive storytelling in live streaming.