Pro-LGBT Ads On Sao Paulo's Subway

Sao Paulo's Metro has launched an LGBT respect campaign.

Its objective is to increase respect towards, and decrease discrimination against, LGBT people living in South America’s most populous city. The first stage of the project aims to combat discrimination and prejudice against transgender people, as well as dissemination of a law that punishes homophobic behaviour and discrimination within the State of Sao Paulo. All 58 underground stations are covered with bright posters that have pictures of transgender women with the tile: “Look, Look again, and see beyond prejudice. I am trans, I have the right to be who I am.”

RELATED: It only opened in 1972, but some consider Sao Paulo's subway system to be the best in the hemisphere. Daily ridership is 3.6 million. NYC's is 4.4 million.