How One Agency Shed Light On Everyday Injustice Faced By Transgender Community

Transgender discrimination is a daily occurrence - especially when it comes to gender-specific institutions. While issues like “allocated” bathrooms are among the more common topics of public discussion, a far less-acknowledged everyday issue for trans people, yet equally historically-gendered, is the simple act of getting a haircut. Salons for women. Barbershops for men. Both, too often, leaving trans people feeling uncomfortable and unwelcome. 

 

Raising awareness for this issue, and timed with Pride 2017, independent advertising agency, Terri & Sandy, in partnership with Barba, a men’s grooming salon based in NYC’s Chelsea, have launched "Strands for Trans", a public awareness campaign encouraging barbershops and salons across the country to provide a welcoming and safe environment for transgender individuals.

 

“Strands for Trans” begins its rollout this week, throughout NYC’s Pride Week. The integrated campaign features both an emotional call-to-action spot titled, “Barber Poles”, and a central campaign video coined Pink, White & Blue, in addition to a series of video testimonials (examples here and here), social content, print, posters and in-salon activations at Barba. The iconic pink, white & blue colors of the transgender flag are a common thread throughout the movement.

 

All campaign initiatives drive people to StransForTrans.com, the online hub where the movement will live on long after Pride. Social is being driven long-term through hashtag, #strandsfortrans.

 

Through StransForTrans.com, barbershop and salon owners can register their businesses, download a signature pink, white & blue barber pole sticker to place permanently in their windows, and also add their shops to an interactive map of transgender-friendly hair service locations across the country. The site also features inspiration for people of all walks of life to get involved and show support, whether through social media or on the local level.

 “I’ve been deeply moved by recent news stories of trans discrimination and decided it was time to do something about it,” says Xavier Cruz, owner of Barba. “What’s so amazing about “Strands for Trans” is it shows trans men and women that lots of people support them; whether they’re a he, she or ze.”

 

"The recent press on this topic is saddening. Everyone, regardless of their gender identity, should be able to get a simple haircut without being insulted or ridiculed,” says Terri Meyer, Co-Founder of Terri & Sandy. “We created "Strands for Trans" to help stop the hate and institute real change in barbershops and salons across the country.”

 

In addition, Barba is inviting anyone the NYC area throughout Pride week — trans people or otherwise — to show their support by getting a complimentary color & styling, inspired by the pink, white & blue trans flag.

 

 “Strands for Trans” marks the second initiative Terri & Sandy has launched in partnership with Barba. The first, “Pay With Your Balls”, raised awareness for testicular cancer and offered a complimentary shave & groom in exchange for an in-store testicular cancer screening. Both initiatives were done pro-bono by the agency.