JWT Bogotá's Transgender Campaign Champions Inclusion for LGBT Pride 2018

On the International LGBT Pride Day, four transgender women are still creating visibility in Colombia.

Everything can be summarised from two relevant dates. March 31, International Day of Transgender Visibility and June 28, International LGBT Pride Day.

On the 28th of June,Cliniderma, a dermatology Clinic in Colombia, whose main focus is laser hair removal, celebrated the International Day for LGBT Pride. An important date after the 31st of March, they had decided to support transgender women by making them more noticeable.

The campaign invited all transgender women to leave the man inside them, and commence their new journey as the woman they´ve had to hide for years.

Dermatologist´s Claudia Carvajal and Mauricio Gamboa, in collaboration with the renowned photographer, Hernán Puentes; supported a social inclusion for this particular group of people who have suffered violence, discrimination and bullying, even within the same LGBTI group, (an acronym that collectively unifies the Lesbian, Gay, Bisexual, Transgender and Intersexual community).

This discrimination transcends all social groups and in 99.9% of cases,  is the main cause of rejection of medical assistance, jobs due to the fact there is still an opposition for acceptance and sexual diversity.

Barbara, Catalina, Sabrina and Stefania, are women who celebrate the trans community and who empower themselves with photos and videos that illustrate their lives. Women who seek confront and acceptance while dealing with exclusion.  These are the women, who after these experiences, are willing to establish themselves as defenders and promoters of their own human rights.

The sooner the better society will realise that these transgender or transsexual women are people who willingly want to live freely, feel liberally and like everyone else, deserve respect.

"We deserve to be visibility because we exist."

Bárbara Casique.

On March 31, the campaign went live with graphics, radio spots, content videos, and thousands of people joined along on social media to support transgender women with the following caption:

Me uno al Día Internacional de la #VisibilidadTrans para que ninguna mujer transgénero vuelva a ser invisible.

I´m part of the International #VisibilityTrans Day No more transgender woman will be invisible

From June 28, the graphic campaign will be aired.