PROBLEM
Misinformation is plaguing the trans community, from right-wing political commentators spreading fake news and propaganda, to keyboard warriors on Twitter spreading hate. But there’s one piece of misinformation doing the most damage. For years it has been widely reported that Black trans women have a life expectancy of just 35. This bleak statistic first arose back in 2015 when a report compiled by the ‘Inter-American Commission on Human Rights’ found the average age of Black trans homicide victims in some parts of Latin America was between 30 and 35.

Although a very real and shocking statistic, it has since been extrapolated, taken out of context, and shared thousands of times across social media - fuelling a rippling effect of fear within the entire Black trans community around the world.

INSIGHT

If a 35-year life expectancy was to be believed it would put Black trans women on a par with people living in the 16th Century – a time where people were dealing with the Black Death.

SOLUTION

Using 16^th Century portraits to fight for 21^st Century rights.

Introducing ‘16^th Century Life Expectancy’ – a never-seen-before portraits series that reimagined Black trans people as 16^th Century paintings, in partnership with UK Black Pride. The images of five prominent members of the Black trans community were painstakingly retouched into paintings reminiscent of the era, playing close attention to the pose, angle, chiaroscuro (light & shadow) and texture. The paintings were then mounted in authentic vintage frames.

The project sought to unearth misinformation surrounding the Black trans community whilst also shining a light on the bias, discrimination, and racism they encounter daily. Wild fly posting, DOOH and social activity & bespoke filters teased the campaign. The portrait series was hosted in art galleries and also online via a custom microsite (https://www.16th-century.com). The microsite educated people to misinformation commonly spread and provided them with a tool that empowered them to lobby their local MPs to force change and improve healthcare for a discriminated and marginalised community.

RESULTS

Soon after launch the portraits caught the eye of world-renowned art house, Christies, who wanted to showcase the portraits and an event dedicated to supporting the LGBTQIA+ community. The opening night saw hundreds of people turn up to the gallery to take in the paintings and listen to discussion panels that discussed the project.

But to truly force change we needed law makers and politicians onboard – and due to the traffic and momentum from the micro site, we received letters and emails from members of the UK parliament pledging to change legislation and force change to protect trans healthcare.