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Creative

BBDO Pakistan and APTN's #ChangeTheClap Campaign Fights for Transgender Rights

Campaign features pominent transgender people from Pakistan including model, activist and UN rep Kami Sid and motivational speaker Mani AQ

BBDO Pakistan and APTN's #ChangeTheClap Campaign Fights for Transgender Rights

On International Human Rights Day, BBDO and Proximity Pakistan collaborated with Asia Pacific Transgender Network to bring a crucial issue to the forefront with the launch of a campaign called #ChangeTheClap - to raise awareness about the hardships faced by transgender people in Pakistan, help fight transphobia and advocate equal opportunities for them. 
 
The campaign is based on a powerful insight associated with transgender people specifically in the subcontinent: the clap. The transgender clap is distinctly horizontal flat palms striking against and perpendicular to each other, with fingers spread as opposed to the common applause-style, vertical palm & closed fingers strike. The transgender clap is a historical and powerful symbol for trans people but is widely taken out of context and mimicked largely in the subcontinent by the public, to ridicule them.
 
A Change in the clap asks people to #ChangeTheClap from one of ridicule to one of applause, respect and inclusion.

It demands a change in mind-sets from the society, a change which welcomes the transgender community into the society and aims to provide equal opportunities for them.
 
Featuring prominent transgender people from Pakistan including model, activist and UN representative Kami Sid, social worker Neeli Rana, motivational speaker Mani AQ and a professional model and engineering student Irha Parishei, the campaign directly challenges the way people perceive transgender people in Pakistan.

Trans stories have also been featured on the APTN’s Facebook page, unveiling their journeys and revealing the diversities of transgender people and how they made a name for themselves, in a world that only excluded them. 

Client

Advertiser: Asia Pacific Transgender Network

Creative Agency

Creative Agency: BBDO Pakistan

Creative Director: Hira Mohibullah

General Manager: Aamir Allibhoy

Senior Art Director: Shahzaib Hussain

Senior Graphic Designer: Ahmad Zafar

Associate Creative Director: Moiz Khan

Regional Creative Director: Ali Rez

Social Communications Strategist: Aneera Fareed

Social and Mobile Marketing Development Manager: Alize Munir

Creative Managing Director: Syeda Faryal Ali

Strategic Planning Director: Assam Khalid

Account Manager: Gulandam Shireen

Business Director : Jamayal Tanweer

Account Director: Idrees Hussain

Production Company

Production Company: Rocketman Films

Category: Corporate and social , Government