FCB Toronto today announced the launch of a new integrated campaign on behalf of PFLAG Canada (Parents, Families and Friends of Lesbians and Gays) to support the country’s transgender community. Campaign elements include TV, web video, print, radio and a new website.
“Transgender issues are often overlooked in today’s society and sometimes not fully recognized within the LGBT community,” said Robin Heisey, FCB Toronto’s Chief Creative Officer. “This advertising aims to bring long-needed attention to the struggles that the trans-community faces, and to help more people become aware that these are struggles about identity and the basic human right to be who you are.”
FCB Toronto produced two TV commercials featuring a trans-male and trans-female reciting similar lines to demonstrate the deep emotions facing people in this community. Longer versions of the video were developed to amplify the message via social media channels. The print campaign also carries a powerful visual image reflecting the desperation of being trans-male or trans-female, noting: “Not All Prisons Have Bars. Support Trans Awareness.”
“While the LGBT community is becoming more broadly accepted in society there’s a great deal of confusion around transgender – even within the LGBT community itself,” explained Stephen Hartley, President of PFLAG Canada. “One might say there’s been a fair bit of attention paid to “LGB” and not nearly enough to ‘T’.
“We’re proud to have a creative partner like FCB. They listened. They recognized that every person identifying as trans also has a very different story, feelings and reasons for how they identify themselves. FCB’s recognition and sensitivity of the issues involved shows in their outstanding work throughout this campaign.”
Some television stations started to run the commercials over the weekend and additional donated media is expected throughout May and June in advance of the International Day Against Homophobia and Transphobia on May 17 and leading into World Pride Toronto, June 20-29.
Credits
"The Woman Inside" TV
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Laurie Maxwell/Joan Digba
Production Company: Steam Films
Executive Producer: Krista Marshall
Line Producer: Paul Matthews
Director: Stuart McIntyre
DOP: Barry Parrell
Editing House: Saints
Editor: Ross Birchall
Transfer: Alter Ego
Music House: RMW Music Toronto
Track Director: Ted Rosnick
"The Man Inside" TV
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Laurie Maxwell/Joan Digba
Production Company: Industry Films
Executive Producer: David Cranor
Line Producer: Mark Hesselink
Director: Eric Yealland
DOP: Eric Yealland
Editing House: Radar Post
Editor: John Collucci
Transfer: Alter Ego
Colourtist: Conor Fisher
Music House: RMW Music Toronto
Track Director: Ted Rosnick
Sound Design: Kyle Gudmundson
Engineer: Art Mullin
"The Me Inside" Radio
Creative Director: Robin Heisey/Jeff Hilts
Writer: Krystle Mullin/Robin Heisey
Account Director: Cynthia Roach
Agency Producer: Joan Digba
Production Company: RMW Music Toronto
Track Director: Ted Rosnick
Engineer: Art Mullin
"Female Mask" Print
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Victor Carvalho
Studio Instil Imaging
Photographer: Philip Rostron
"Male Mask" Print
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Victor Carvalho
Studio Instil Imaging
Photographer: Philip Rostron
